Winner
Unleashing the ‘British Biotiger’ – Ideas to Help Britain Win in Lifesciences
Summary of work
In a connected world, all communications – be they internal or external, on or offline – need to be integrated. This is especially the case on contentious issues such as Brexit. Any inconsistency would be identified and challenged. It permeated all our communications channels – both internal and external – and was impossible to ignore.
Recognising that the external environment can no longer be separated from our internal culture, we were determined to show leadership internally and externally, engaging in a coordinated and consistent way, making use of all the communications channels at our disposal. We worked with colleagues across business disciplines to craft a clear narrative on Brexit, focusing on how the environment could be improved for industry, patients and the public. This narrative was weaved through our internal and external communications using integrated imaginative communications, allowing us to build momentum for our ideas with key internal and external stakeholders.
Ultimately, this strategy secured us a seat at the table for shaping the post-Brexit life science sector while simultaneously reassuring colleagues from across Europe and our global leadership team that we had a bold, optimistic plan for Brexit that they could own and be proud of.
Judges’ comments
This entry was truly integrated and also non-promotional – it really stood out as a clear winner. It had strong objectives, which they met; with integrated communication plans. The third party feedback was amazing. It really is an admirable initiative for the benefit of Roche’s employees and external stakeholders.
