Abraxis Oncology, a rapidly emerging yet unknown pharma company, enlisted Kane & Finkel for the full-scale launch of its first commercial product—Abraxane^® for Injectable Suspension (paclitaxel protein-bound particles for injectable suspension) (protein-bound). The Abraxis pipeline of products, beginning with Abraxane, would depend on market acceptance of its proprietary “nanoparticle delivery.” The first step was to position Abraxis Oncology as an innovator, and the “Drawing on Creativity” campaign was the means for establishing that identity.