The HIV and Psychiatry divisions within GlaxoSmithKline looked to GrayMatter to communicate the benefits of collaborating for drug discovery and development in order to build on the brand messaging developed for Worldwide Business Development’s Bridges initiative. Marketing materials relayed the story of demonstrated successes and marketplace strengths while positioning these divisions as small “fast-moving companies” nested within a large firm. The film featured interviews with the scientist working on these diseases and the doctors treating them.

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