The change

Waters Corporation is the world’s leading provider of analytical instruments and software serving the life, materials and food sciences for over 60 years. Designed for a range of industries such as pharmaceuticals, chemicals, and environmental testing, its award-winning MaxPeak™ Premier Columns stand head and shoulders above standard stainless steel columns, used for separating and analysing biological and chemical compounds in scientific laboratories.

Our challenge was to raise the awareness of the new product and compel researchers to make the switch from a product they’ve been comfortable using for many years. We developed an emotive, benefit-led campaign that makes it hard to ignore for anyone serious about eliminating doubt and capturing certainty in their lab tests.

438 uses a team-based approach that really worked for us. Together, we created a campaign that really captured the essence of the message we wanted to communicate. They really understood our brief, were creative and quick with new ideas, comprehensive with the packages they delivered, and collaborative during the entire journey. The entire package was completed on budget, and on time.

Kim Haynes – Director, product marketing, management an applications small molecule consumables portfolio consumables and lab automation, Waters

Why it matters

Upon completion, the campaign will be pushed live globally in
Waters’ key regions around the world: USA, South America,
Canada, Western and Eastern Europe, China, Japan, South Korea, Philippines, Taiwan, Indonesia, Vietnam, India and Australia.


  • Waters


  • Campaign planning support
  • Digital assets
  • Interactive PDFs
  • Internal support assets
  • Merchandise
  • Press
  • Print
  • Social Media
  • Videos
  • Webinars