Blogs and articles

Purpose, profit and brands

  • By cognite
  • 9th December 2015
  • Hits: 730

Nowadays, it is fashionable to talk about being customer centric, easy to say but not so easy to live up to. Not easy, because it’s actions, not words, which reveal the truth about a company. The news is never short of stories about companies suppressing data, charging outrageous prices or behaving in a way that

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What is a good creative idea?

  • By cognite
  • 5th June 2015
  • Hits: 824

More than a few people who work in agencies would agree that a good creative idea is one that wins awards. An award is recognition from our peers and everyone likes that (including me, not to mention quite a few clients!). The problem is that history suggests that ideas that thrill those interested in communication

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Biosimilars, you ain’t seen nothing yet!

  • By cognite
  • 30th March 2015
  • Hits: 728

According to the IMS Institute, biologics account for 27% of the pharmaceutical sales in the EU and grew at at 5.5% vs. a total market growth of 1.9% between 2012 and 2013. They constitute eight of the EU’s top ten selling products and all of these leading biologics are either already off patent or facing

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