Work · Unlocking & Extending Equity
Untapped Equity
In 2002, American Home Products was a large but generally unknown company, and a leader in both OTC and prescription medicines. A name change was contemplated.
The engagement
The situation
Even among those aware of AHP, its image was hazy. Senior executives admitted that the name conveyed appliances or building materials.
What we did
Primary research among most-often buyers of AHP’s major brands, such as Advil and Robitussin; shareholders from a proprietary company list; and securities analysts on both the buy side and the sell side.
The result
“Wyeth” was the most preferred option among each of these constituencies. Our work was heavily relied upon in the decision to rename AHP to Wyeth in March 2002, and its stock price rose significantly.
Carefully constructed survey research can significantly inform a major corporate decision.
Footnote: Pfizer purchased Wyeth in January 2009, and Wyeth no longer exists as an independent company. The study remains indicative of the caliber of work we are capable of.