GlaxoSmithKline (London, UK), leading maker of medicines, vaccines and healthcare products designed to enrich life.
The new product pipeline at a global leader like GSK is ever evolving, and the need for legally viable, health authority approved, inventive names with an available URL is constant. There are two responses to this dilemma: asset-by-asset naming or multi-asset naming.
GSK didn't want to choose between quantity and quality, so we were brought in to provide both. Zenmark was asked to create a vast array of names that would be ready to go, pipeline-wide, as GSK needed.
We have been entrusted with similar assignments many times, but the scale and scope of this mission was beyond any other “pipeline” project we had ever heard of. It literally required the creation of a “mark assembly line” at Zenmark as over 125,000 names were vetted over a 12-month period according to challenging business, legal, and creative requirements. We mobilized all our creative resources to make it happen without lowering the creative standards we're known for and expect of ourselves.
Our work was so successful that GSK has since tasked us with two more multi-asset naming projects. These projects were smaller in scope and more focused on specific areas. In 2010 we developed 200 new names intended to be aspirational and uplifting in tone, and then in 2012 we developed an additional 100 names intended specifically for respiratory medicines.
The results speak for themselves, and they're the reason GSK continues to engage Zenmark for pharmaceutical naming.
The first pharmaceutical asset named from GSK pipeline projects is Trobalt, a treatment of partial onset seizures for adults with epilepsy — competing with Pfizer’s Lyrica and UCB’s Keppra.
Next up is Tanzeum, a subcutaneous injection designed to improve glycemic control, along with diet and exercise, in adults with Type 2 diabetes. GSK has created a TV spot which has been running in the US as of Spring 2015.
The two most recent names to be put into service are both used in concert with the Ellipta brand of dry powder inhaler that GSK uses for several medicines. Arnuity was chosen for a once-daily inhaled corticosteroid medicine that treats asthma.
Incruse was selected for a once-daily inhaled long-acting muscarinic antagonist medicine specifically designed to treat chronic obstructive pulmonary disease (COPD).
These are just the first of many great names to debut from the GSK pipeline projects. There are more to come. Many more.
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