The Challenge

In 2016 Merck kicked-off their 3-year world-wide “Curiosity” campaign in 7 countries around the world simultaneously. Their goal is to change the brand perception of Merck from one of agri-business to that of innovation and technology.


SPRG in Beijing localized central campaign concepts and seamlessly executed multiple online and offline activations including celebrity and KOL identification management, media relations and story pitching, social media and though-leadership content development, press conferences, creative advertising and platform development, video production and localization.