Jason White and Lina Polimeni: Transforming Health Brands Through Storytelling & Culture

Welcome to a groundbreaking episode of CMO Weekly, where we go beyond the headlines to explore a truly purpose-driven client-agency relationship. Host Haley Clover sits down with two of the industry's most dynamic leaders: Lina Polimeni, Chief Corporate Brand Officer at Eli Lilly and Company, and Jason White, President of Wieden+Kennedy, to uncover the secrets behind their successful two-year collaboration.In a highly regulated sector like pharmaceuticals, how do you find the opportunity for a bold, breakthrough creative idea? Lina and Jason reveal how their deep, shared sense of purpose has allowed them to move past industry norms and shift from a purely transactional model to a truly relational one.Key Topics and Breakthrough Ideas: The Power of Shared Purpose: Learn how an immediate alignment on the mission—using creativity to change the world, particularly in healthcare—became the magnet and foundation of their partnership. Creativity vs. Regulation: Lina Polimeni challenges the industry belief that regulation is a conflict to creativity, arguing that you can be compliant and creative by focusing on human truth. The "We Can Create" Initiative: Hear the details on their cultural resonance platform, which leverages the power of storytelling in the entertainment space to depict health authentically on screen. Health Inclusion in Culture: The leaders discuss the importance of health inclusion and how the accurate depiction of health in film influences culture and even medical decisions (citing examples like the Barbie movie and increased ObGyn visits, and Angelina Jolie’s public discussion of her mastectomy). Advice for CMOs: Jason and Lina offer invaluable advice for marketing leaders in any regulated space: be courageous, relentless in the pursuit of the great idea, and focus on building deep trust with your partners to navigate compliance challenges and achieve your full potential.This conversation is a masterclass in modern marketing leadership, demonstrating what is possible when a courageous client and a world-class creative agency commit to a purpose bigger than themselves

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