Moderna signs Alabra to manage its marketing services
Alabra is Moderna’s new marketing agency in Spain, DIRCOMFIDENTIAL can reveal. The biotech company, which is responsible for the development of one of the first and most effective vaccines against the COVID-19 pandemic, has placed its trust in a communications and marketing firm – formerly Planner Media – with extensive experience in the bio-health sector.
Although with more than ten years of history, Moderna landed in our country just over a year ago. Its general manager for Spain and Portugal is Juan Carlos Gil, who comes from MSD. “Spain is a key market for Moderna’s growth worldwide. Ours has become one of the countries where the company is investing the most, along with the United States. Our vaccine is distributed from Spain to more than 60 countries,” he says.
Alabra is already working with the American company, led by Juan Carlos Gil, to develop marketing in Spain. With an important focus on the digital environment, the development channels will focus on raising awareness and promoting prevention among the general public, as well as publicising Moderna’s lines of research and biomedical development among healthcare professionals, according to official sources at the agency.
The biotech company’s marketing will focus on the digital environment.
The Alabra team assigned to Moderna has a total of ten professionals from various areas of the company. Under the supervision of managing partner Carlos Fernández-Villaverde and the management of Ainhoa Fernández, this multidisciplinary team will respond to all the marketing needs of Moderna in Spain, in coordination with other areas of the company, such as the Medical Department or Market Access.
Fernández-Villaverde argues that Moderna represents “the highest levels of innovation possible”. In just a few months,” he points out, “it was able to offer an effective response, which the whole world was demanding, to one of the biggest health crises in living memory”. However, Alabra’s executive specifies that “this is only the beginning, because the future of Moderna goes much further than COVID-19″.
In this sense, Moderna embodies “a new style of corporation that, although young, is capable of substantially improving the world in which we live,” says Fernández-Villaverde. “Moderna already lives in the same ecosystem as the big multinationals and is a brand that, in just a couple of years, has established itself at the top of the mind of society worldwide, with the tremendous difficulty that this entails for a bio-health company”. Being Moderna’s marketing agency – he concludes – “is one of the many signs that Alabra’s strategic commitment is consolidated and that our model responds to the needs of the most innovative market players”.
