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AstraZeneca

The Potential

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 Outcome

We worked closely with the Board, the 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.


The Reality

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.

The result was 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.

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