Challenge
Having built an impressive and comprehensive portfolio of preclinical contract research services, Charles River Laboratories was predominantly only known for a small portion of their overall business. They wanted to be known as a global CRO.
Insight
The pharma/CRO relationship was broken. As much as everyone talks about ‘partnership’, no one is actually acting like a partner.
Solution
To demonstrate a true partnership, break with tradition and demonstrate the core common goal between Charles River and Pharma: the patient. Through a series of cinematic films, demonstrate how Charles River works on behalf of patients along with their pharma clients.