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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