New positioning for global medtech leader Ethicon.

When Ethicon came to us, they had never worked with an advertising agency before. Together, we redefined the aesthetic and tone of medtech advertising in the UK, moving away from smiling patients and doctors shaking hands and into a world where there’s only two stars: the surgeon’s hands, and the futuristic technology they wield.

This bold new positioning marks a new era for the Johnson & Johnson-owned brand, covering a number surgical specialties, product launches, conferences, and media placement.