Q&A: Moderna’s chief brand officer on navigating the Covid-19 spotlight and charting the biotech brand’s future
It’s probably not an exaggeration to say that all eyes in the marketing world are on Kate Cronin. Maybe not specifically on Cronin by name, but most definitely on the Moderna brand she is shepherding as the biotech’s first chief brand officer.
An Ogilvy advertising agency veteran where she was most recently CEO of Ogilvy Health, Cronin has crafted strategies and campaigns for many Big Pharma brands. But Moderna is different. The biotech is not only a newcomer to the public perception stage but also joins with what may be one of the most high-profile product debuts in history. Moderna’s COVID-19 vaccine — its one and only commercial product to date and still under emergency approval — has propelled the company into the white-hot spotlight of consumer opinion and skyrocketed it up the charts of investor estimation.
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