In 2009, after spending nearly a year in a previous effort, Bristol-Myers Squibb turned to Zenmark to help develop a brand name for their breakthrough melanoma drug. Executing against a very tight timeline, we created and presented name candidates to BMS. We facilitated the evaluation and selection of name candidates for further analysis by the project team and key stakeholders. Finally we were active in consult supporting the legal, safety & regulatory validation processes. Yervoy for use as the brand name was approved by the FDA December 2010.