"Making a major shift in a 150-year old, iconic brand, during a volatile and demanding time for healthcare – is a challenging endeavour. With accountability to multiple levels of leadership, public stakeholders, and 4,000+ employees that hold the brand dear to their hearts, 6P Marketing had their work cut out for them. Step by step, 6P led us through a disciplined and rational process that ensured all key parties were heard, that past brand goodwill was maintained, and ultimately delivered an inspirational brand strategy and creative execution that feels very much like who we are and what we aspire to become."