CMC Biologics (AGC Biologics) “Right. On Time.” Campaign
Role: Art Direction
Client: CMC Biologics
CMC Biologics was the largest independent global CDMO dedicated to the development and manufacture of biopharmaceuticals. It has two facilities in the USA and one in Denmark, offering process development and cGMP manufacturing at clinical and commercial scale. Over 15 years, CMC Biologics successfully manufactured over 120 biologics for preclinical studies through commercial approvals.
CMC Biologics had always positioned itself in terms of delivery. It had used the tagline, “Right. On Time.” and wanted to retain this, which we identified would work with the strategy we derived. A strength of CMC Biologics that came out of qualitative research was the ability to elevate issues and concerns all the way to the CEO – and be heard. So we decided to use this theme in a messaging platform. Flexibility and listening to customers is believable if it genuinely emanates from the senior leadership. We complemented this with a visual brand featuring portrait photography of real CMC Biologics people.
To emphasize CMC’s technological capabilities and continuous investments in biologics manufacturing, we created a facility and technology overview video that aligned with the brand visual and messaging, which we developed based on research conducted as part of our full engagement with the company. The research revealed flexibility and listening to customers as key factors in choosing a biologics manufacturer, and so we emphasized these elements using a combination of captions, written script, and footage of real CMC biologics people.
Company Overview Video
Campaign Assets
