BRAND STRATEGY
It’ s a mindset that directs how teams think and work every day and has meant creativity has become our growth engine. To make creativity structural, we focus on a few core principles:
• Look beyond your own industry. We challenge teams to draw inspiration from technology, entertainment and culture, not just healthcare. And we hire from these industries too. The best ideas rarely come from staring at our own category. We also look for partners that challenge us – the best agencies, creatives and external thinkers.
• Reframe business problems as creative problems. When you approach a challenge expecting an unexpected solution, you give teams permission to think differently.
• Protect bold ideas from the pull of consensus. Average work is often the byproduct of too many well-meaning compromises. Sometimes the boldest thing a leader can do is defend an idea before it gets watered down.
It’ s about rewiring the system to make space for bold thinking that becomes a reality and drives growth.
The more relatable, entertaining and emotionally resonant your message is, the more likely people are to listen to the science behind it. Creativity isn’ t the opposite of credibility; it’ s often the doorway to it. When you make someone feel something, you earn the right to teach them something. And in healthcare and self-care especially, that is crucial.
How do non-traditional partnerships help brands break through traditional category boundaries? You cannot buy authentic cultural relevance. Not with the biggest media budget in the world. You have to earn it. And you earn it by showing up in spaces where consumers least expect you in a way that genuinely connects.
94 November 2026