Marken is a global leader in supply chain logistics that focus exclusively on life sciences and the shipment of high value drugs or biological samples. The company has more than 30 years of expertise serving pharmaceutical, biotechnology, and clinical research markets. Marken wanted to protect its market share in inbound biological sample shipments and achieve growth in outbound supply chain logistics. That’s Nice was engaged to expand and re-conceptualize marketing around these strategic goals. The annual campaign is now in its fourth year.
Marken had a slogan, “Marken Makes It Happen” that had previously been used and was still widely recognized internally and by clients. It seemed to fit the initial new campaign well, so it was adopted as That’s Nice developed a new campaign for Marken with messaging and a creative strategy influenced by our research findings.
The initial campaign and subsequent evolutions focused on four or five key service areas, attributes or technologies that were identified as differentiators. The first campaign used case studies of extraordinary service Marken had provided under various instances of uniquely challenging circumstances. The top line messaging theme and brand visuals have been carefully evolved year on year, to keep moving the story forward while taking advantage of growth in brand equity through consistency and recognition.
The brand evolution and marketing campaigns supported continual work that Marken was doing to expand its services, global reach, and market recognition of expertise in key differentiating areas of supply chain logistics. There has been consistent sales growth and in 2016, UPS announced its intention to acquire Marken. The equity and global recognition of the Marken brand fuels the potential that UPS will retain it as a separate, premium offering – further strengthened by UPS’ scale and infrastructure.