When Havas, Paris helped Sandoz become a European pharmacist’s ‘business partner’, I created different creative directions. To get away from the ‘white-coat mentality,’ I developed routes that centred solely on pharmacists: the duality of their role, headlines that combined words to make new ones that only a pharmacist would understand, and then using their very words as the message. By putting pharmacists at the centre of their campaign, it showed Sandoz really gets what they do and so knows how to be their partner for the future. Here are the 3 directions that were IPSOS-tested: