Challenge
On 27 May 2025, Roche Diagnostics marked a significant milestone by launching its new legal entity in Côte d’Ivoire, reaffirming its long-term commitment to West Africa and advancing its 10-Year Diagnostics Ambition for Africa. To commemorate the moment, Roche hosted a high-level stakeholder engagement event in Abidjan, convening institutional partners, clients, and media to strengthen its regional presence and leadership in diagnostics.
Solution
THOP provided end-to-end strategic and execution support, transforming a non-corporate venue into a premium, fully branded experience that reflected Roche’s exacting standards of professionalism. The team managed guest and media relations, vendor coordination, visual branding, and the development and distribution of bilingual press materials. THOP also facilitated VIP logistics, media interviews with Roche executives, and curated pivotal moments to deepen engagement with key stakeholders.
Tactics
- Branding and visual identity:
Designed and implemented bespoke branding for the venue and all event materials to reflect the occasion’s prestige and purpose.
- Guest experience and protocol management:
Managed invitation process, RSVP tracking, and on-the-ground coordination for high-profile attendees to ensure a seamless experience.
- Media engagement:
Developed and distributed tailored press kits in English and French to drive regional relevance and media uptake.
- Influencer and media relations:
Facilitated interviews and key moments with national and regional media to amplify event impact and strategic messaging.
- Diplomatic and VIP coordination:
Delivered diplomatic-level guest handling and event flow management to uphold protocol and maintain operational excellence.
Outcome
The event drew 86 high-level attendees, including Côte d’Ivoire’s Minister of Health and Roche leadership, and attracted over 20 media professionals from across West Africa. Edelman’s media strategy resulted in 36 high-quality media clippings, driving strong regional visibility. The seamless execution and brand consistency reinforced Roche’s status as a trusted diagnostics leader and strengthened stakeholder confidence across the region.
Advisory Role
THOP served as Roche’s strategic communications partner, advising on audience engagement, event positioning, and message delivery. The firm provided comprehensive oversight to ensure alignment with Roche’s Africa ambitions, driving meaningful impact in a milestone moment for the brand.
