How Pfizer made the highest scoring Pharma ad of all time - Susan Rienow
The Super Bowl is the biggest advertising event of the year, with the biggest brands in the world flexing their advertising muscles (and budgets). A new entrant to the Super Bowl in 2024 was Pfizer, and they're back again this year with an ad that has blown the socks off the Pharma category. Their big game ad "Knock Out", scored 4.4 stars in System1 testing, also making it one of the best ads overall. I speak with Pfizer CMO, Susan Rienow about what it takes to create such a successful ad in the most competitive environment.Timestamps00:00 - Intro01:20 - Susan’s successful career so far03:19 - What Pfizer does and their mission04:21 - The Covid vaccine rollout06:29 - The role of insights for making business decisions07:36 - Dealing with the complexities of different audiences10:12 - Managing the impact of fair balance in advertising14:51 - The role of Pfizer’s advertising17:04 - Why have Pfizer gone all in with a Super Bowl ad20:12 - The Pfizer Super Bowl ad in 202525:20 - What role does testing play for creating an effective ad33:31 - The role of testing giving confidence to the board37:39 - How tiny changes can make such a big difference39:15 - How to evaluate the impact of a Super Bowl ad41:22 - What makes a great CMO46:40 - Advice Susan would give to young marketers