Theranos and Elizabeth Holmes: the Marketing of Silicon Valley's Favorite Villain

A fraud, an earnest entrepreneur or both?

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From the very beginning, agency leadership knew that Theranos was no normal client and Elizabeth Holmes wasn’t an ordinary executive.

This mysterious entrant to the startup scene had already begun to cause a stir years before fame and controversy turned her into both a pariah and an object of obsession.

When she told us about the product, it sounded phenomenal,” said Stan Fiorito, former managing director at TBWA\Chiat\Day Los Angeles. “We didn’t see it, but we were really excited about it.”

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