CSL brings Se­qirus, Vi­for un­der par­ent um­brel­la brand in iden­ti­ty re­vamp

2022-08-12
Endpts
CSL is gath­er­ing its brands un­der the fam­i­ly name um­brel­la, re­nam­ing its vac­cine and new­ly ac­quired nephrol­o­gy spe­cial­ty busi­ness­es with the par­ent ini­tials.
Cred­it: CSL
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An­tho­ny Fa­ri­na
CSL Se­qirus and CSL Vi­for join CSL Plas­ma and CSL Behring as the four now uni­form­ly brand­ed busi­ness units of the glob­al bio­phar­ma. The Se­qirus vac­cine di­vi­sion was formed in 2015 with the com­bi­na­tion of bioC­SL and its pur­chase of No­var­tis’ flu vac­cine busi­ness. CSL picked up Vi­for Phar­ma late last year in an $11.7 bil­lion deal for the nephrol­o­gy, iron de­fi­cien­cy and car­dio-re­nal drug de­vel­op­er.
“The tim­ing is right to bring all the busi­ness units to­geth­er un­der CSL, lever­ag­ing the CSL iden­ti­ty and build­ing an aligned, sin­gle strat­e­gy and sin­gle pur­pose com­pa­ny,” An­tho­ny Fa­ri­na, CSL chief cor­po­rate af­fairs and com­mu­ni­ca­tions of­fi­cer, said in an email in­ter­view. He added that the new Vi­for ac­qui­si­tion and in­te­gra­tion “gave us the unique op­por­tu­ni­ty to take a broad­er look at the CSL brand and how it has evolved.”
CSL first be­gan ex­plor­ing a brand re­fresh in 2021, he said, and plansCSL launch a dig­i­talCSL­cused ad cam­paign in Sep­tem­ber and run­ning in­to 2023 to launch the new glob­al iden­ti­ty.CSLCSL
Paul Per­reault, CEO and man­ag­ing di­rec­tor, re­ferred to the com­ing to­geth­er as “a co­he­sive red thread that runs through all things CSL.”
The CSL ini­tials at the be­gin­ning of each busi­ness name sig­ni­fy “that we are now one uni­fied com­pa­ny – one pur­pose, one set of val­ues, one strat­e­gy, one DNA and one iden­ti­ty.”
CSL em­ploys 30,000 peo­ple in 100 coun­tries, with cor­po­rate head­quar­ters in Mel­bourne, Aus­tralia.
CSL Plas­ma is one of the largest plas­ma col­lec­tion net­works in the world and CSL Behring de­vel­ops ther­a­pies for rare dis­eases in hema­tol­ogy, im­munol­o­gy and res­pi­ra­to­ry. Its lead­ing prod­ucts in­clude Idelvion for he­mo­phil­ia B, Kcen­tra co­ag­u­lant to coun­ter­act blood-thin­ning drugs such as war­farin, and Hae­gar­da to treat peo­ple with Hered­i­tary An­gioede­ma (HAE).
2021 fis­cal year sales (end­ed June 2021) tal­lied $10 bil­lion, boost­ed by Se­qirus’ 30% rev­enue growth on a record vol­ume of flu vac­cines. CSL will re­port 2022 fis­cal full-year sales on Au­gust 17.
CSL Behring teams with fa­mous pho­tog­ra­ph­er to fo­cus on he­mo­phil­ia for art ex­hib­it and on­line gallery cam­paign
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