Kicking off our 12th year as Mr Wolf with an exciting new win, bringing Challenger Brand thinking to the pharma space with SFI Health.

SFI Health has appointed Mr Wolf as agency of record for its healthcare business. SFI Health is a global natural healthcare company that develops solutions for complex health problems in the areas of microbiome, cognitive and women’s health. The appointment sees Mr Wolf engaged across the entire product portfolio as well as being awarded the brand strategy and NPD portfolio.

SFI Health Senior Brand Manager, Michael Tibbles said “We engaged with several well-known agencies through a competitive pitch process, but Mr Wolf’s understanding of the category and ambition for our brand shone through. Their challenger-brand approach coupled with their deep strategic insights left us confident they were the right partner to drive our brand to future success.”

“This new client win adds to Mr Wolf’s extensive experience in the Pharma and the Innovations space – areas where our unique challenger skill set is invaluable in helping challenger brands step outside the shadow cast by the dominant market players”, said Mr Wolf partner Michael Stevenson.

Mr Wolf Strategic Head and Partner Tony Singleton said, “Pharma is such an interesting space. It seems like most of the industry just accepts that to keep the lawyers happy requires everyone to settle for safe but dull thinking that fits within a really tight formula.  Unfortunately, this is highly unlikely to drive growth – especially for newer or smaller brands. The guys at SFI Health should be congratulated – they recognised the costs of dull and really wanted thinking that got them away from standard category approaches.”

Pharma and healthcare marketing has a habit of playing it safe — heavily regulated categories tend to default to caution, and caution rarely builds a brand. That’s exactly the kind of challenge we look for. SFI Health has a genuinely strong story across microbiome, cognitive, and women’s health — categories where the science is real but the communication often isn’t given the ambition it deserves. We’re looking forward to bringing the same challenger thinking we’ve applied for NobleOak and Nectr to a category that needs it just as much.

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