AstraZeneca
Project title: Re-energising the AstraZeneca UK brand to inspire staff and drive better performance
The brief
AstraZeneca Sales and Marketing UK is a critical asset within the wider AstraZeneca group. With an enviable reputation in the UK, a strong lead in key areas of the pharmaceuticals market, and a focused and energised leadership team, the organisation was performing well. Faced with an increasingly strict regulatory environment, however, the company needed to find a way of creating a cultural shift that would ensure compliance with the framework at the same time as bringing true competitive advantage.
The solution
We were appointed to work closely with the Board, the UK Communications team and the Internal Operations team to develop a central idea that could be used to inspire people and create a rallying cry for the organisation working as one. Our approach made sure to take account of existing brand assets, such as the parent brand strap line, to which we bought greater meaning for the UK company through a tailored Engage programme consisting of a series of internal workshops and communications activities centred around the new brand essence - Time to make a difference.
Led by a unifying and differentiating vision, we established a cultural template that heralded new behaviours and a new way of working but rooted in truths about the organisation today. After the initially launching the new positioning to 2000 staff in Central London, we have been retained to continue momentum and develop a series of communication themes to reinforce the new code of practice and demonstrate how the new vision should govern decision making.
The results
The result of our work has seen the development of a clear and meaningful competitive strategy for the organisation behind which the business could unite as one, as well as the reenergising of efforts to improve working practices and processes in a new, demanding healthcare environment.