AstraZeneca

AstraZeneca is a global pharmaceutical company founded in 1913 as Astra AB, focusing on oncology, cardiovascular and respiratory. With more than 60,000 employees worldwide, they need their communications executed in multiple languages.

The organisation had been in a phase of slow growth for several years, so new CEO Pascal Soriot and his Senior Leadership Team set an ambitious goal: ‘Return to Growth’. A focus on science and bringing back a sense of pride to the company would be at the heart of all their campaigns.

We’ve worked with AstraZeneca – and their PR agency, Ruder Finn – on a range of internal communication projects over several years, each with lots of stakeholders involved.

The regulations surrounding pharmaceutical marketing vary around the world, but here in the UK drugs cannot be marketed directly to patients. For AstraZeneca to return to growth, the work would have to start internally and ripple out through the entire organisation, from research to finance to IT and beyond. This could of course extend further in regions where external marketing is permitted.

As the company returned to growth it became the target of a £69 billion takeover by Pfizer, this wasn’t in the best interests of the company or patients, and the pride we’d help create in the company’s employees and the strength of the company helped play a small part in fighting off the takeover.

The work that we did over the years helped to play a small part in the turnaround of the company, taking it from a share price of £31.88 in August 2013, to £49.12 in February 2017.

Scientific Leadership Week

Reinforce the position of AstraZeneca, putting science first, across all employees and give them pride in the cutting-edge pharmaceutical work the company was doing

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Operations

Demonstrate to the senior leadership team and wider company how Operations were helping the organisation ‘return to growth’

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International

To report to the senior leadership team and wider company the International division’s success in sales and development

↓

Scientific Leadership Week

Reinforce the position of AstraZeneca, putting science first, across all employees and give them pride in the cutting-edge pharmaceutical work the company was doing

↓

Operations

Demonstrate to the senior leadership team and wider company how Operations were helping the organisation ‘return to growth’

↓

International

To report to the senior leadership team and wider company the International division’s success in sales and development

↓

Scientific Leadership Week

CHALLENGE

Reinforce the position of AstraZeneca, putting science first, across all employees and give them pride in the cutting-edge pharmaceutical work the company was doing.

SOLUTION

We created the branding and marketing collateral for Scientific Leadership Week, AstraZeneca’s internal comms campaign. The campaign drove home that everybody in the company is close to the science, not just those working in labs.

We created a range of collateral for the campaign including posters, HTML emails, PowerPoint decks, interactive Prezi presentations, video bumpers and digital assets, all in multiple languages.

To demonstrate AstraZeneca’s scientific leadership, we put together an online interactive timeline showing the company’s achievements over the years. We also created an online interactive version of their Drug Pipeline, letting all employees see which drugs were currently in development and their stage in the process. This opened up important data to a wider audience and meant everybody in the organisation felt more informed and invested.

SERVICES

→ Branding
→ Literature design
→ Advertising
→ HTML Emails
→ Infographics
→ Web design
→ PowerPoint
→ Video graphics

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Operations

CHALLENGE

Demonstrate to the senior leadership team and wider company how Operations were helping the organisation ‘return to growth’.

SOLUTION

Endeavour created a short report to be shared physically and digitally within the company. We broke down the roles and responsibilities within Operations and the impact the team was having on all other divisions and parts of the business. We brought the report to life with photography and custom infographics, demonstrating to the rest of AstraZeneca how instrumental the Operations team was in their corporate mission.

SERVICES

→ Literature design
→ Infographics

International

CHALLENGE

To report to the senior leadership team and wider company the International division’s success in sales and development.

SOLUTION

Because so many countries were involved and there was so much information to be shared, this document was a fair old size, broken out into sections using strong visual dividers. It allowed us to talk about product development and life cycles as well as looking at successes on a country by country basis. We also highlighted the key facts, figures and stats with custom infographics to make them more engaging and memorable.