Creating a New Day

October 2, 2007, marked a historic moment for generic pharmaceutical leader Mylan, Inc. On that day, the company acquired Merck KGaA's generics business and became the third largest generic drug company in the world. To mark the occasion, Mylan teamed with Brady Communications to create a complete communications solution for employees, investors and the public at large.

To build confidence in the new company, its market position and the bright future ahead, Brady Communications designed a full-scale, global campaign around the message, "a new day, a new Mylan." The campaign spanned print advertising, e-mail blasts, multimedia presentations focused at different key audiences, employee kits, welcome banners for more than 40 facilities across the world, webcasts, DVDs and various print collateral. The project demanded seamless communications between dozens of business partners and vendors across the world.

Global Alignment

To build confidence in the new company, its market position and bright future, Brady Communications designed a full-scale, global campaign around the message, “a new day, a new Mylan.”

Multidimensional Communications

On the day of the acquisition’s closing, Mylan’s 12,000 employees arrived at work in more than 40 facilities around the world, greeted by a video message from the CEO; a welcome kit that included a book about the company’s history and future; and banners announcing the New Mylan.

Bringing a New Company to Life

An energetic, four-minute multimedia presentation provided employees with an engaging overview of the expanded company, its market position and bright future.

A Team Effort

The project required significant and frequent collaboration with Mylan’s public relations, investor relations, integration and executive teams; four other branding and HR consulting firms; as well as printers, shipping companies and translation services.

Tracking Daily Progress

To keep the extensive project on track, Brady Communications designed an all-inclusive schedule of resources that provided the Mylan Global Integration team, Boston Consulting Group and Brady project managers a timeline to ensure prompt delivery across the globe.

Next Best Thing to Being There

While it was not possible for executive management to be present at each location on Day One, a set of video messages was delivered to each facility so that every employee had a chance to hear the CEO’s welcome message.

Touring the New Mylan

Brady Communications created a special application, using Google Earth, to give Mylan employees the opportunity to tour facilities around the world. A series of guided tours on each continent whisked the viewer from site to site.

Getting the Word Out

To help Mylan leverage its new global presence, Brady Communications designed and placed full-page ads in several editions of The Wall Street Journal and Financial Times.