Ingredient brands don’t come more vital than this. Every screen and computer chip in the world contains the innovative chemistry of one company - Merck.

They are the market leader but losing ground fast to competitors. They were viewed by the market, investors and staff as mere chemical suppliers. They needed to communicate how and why they are the future as well as the past.

Brief: Shift perception from commodity ingredient provider to vital enabler of industry future. Make staff proud.

Insight: Yes, they supply ‘performance materials’ but what they really do is accelerate technology. They’re chemists but really they’re in the electronics business.

Solution: Change the company name to Merck Electronics. The purpose and campaign line became ‘Advancing Digital Living.’ We launched with the line ‘Electronics starts with us.’ Local offices could choose from three launch visuals.

Merck scientists are doing extraordinary work at the atomic level. During talks with them a point of difference emerged - they were ‘Masters of the atom.’

Due to BLM the word ‘master’ was considered toxic however the phrase remained a guiding principle for content stories.

To give Advancing digital living the individual stories.