Finalist
Putting AstraZeneca R&D on the Data Science and AI Map
Summary of work
Data science and artificial intelligence (AI) have the potential to transform medicines discovery and development. To fully realise this potential, a new genre of experts – data scientists, are needed. In November 2019, AstraZeneca R&D had over 100 new data science and AI roles to fill. These experts are in high demand and AstraZeneca had yet to communicate much externally in this space. Greater awareness of AstraZeneca’s ambition and progress was needed if data scientists were to consider them a good employment option. Through November, a takeover of the company’s digital channels, .com, YouTube and social media, highlighted how data science and AI was being embedded across R&D.
A focus was put on the company’s experts – ensuring they were at the heart of the content which was optimised through their personal social media accounts. As a result of the campaign, awareness of AstraZeneca ambition, approach and impact in this space was raised and candidates saw and referenced the content in interviews. The campaign contributed to the filling of 136 data science and AI vacancies. AstraZeneca also featured in top Google search rankings related to data science and AI.
Judges’ comments
Referring to clear benchmarks, this campaign by AstraZeneca was extremely focused starting from clear objectives. It delivered very good outcomes through an interesting mix of paid and organic media, as well as a successful use of internal influencers to increase the reach of the campaign.
