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The Pegasus Award for In-House Team of the Year

Sponsored by Pegasus

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Finalist

AbbVie


Summary of work

On 2 January 2013, AbbVie was launched as an independent, global, research-based biopharmaceutical company following separation from Abbott. With a clear collective vision of transforming peoples’ lives and making a remarkable impact on patients, AbbVie UK communications seized on this in setting a ’true North’ for the UK business. 

As a new biopharmaceutical company in the 21st century, we had the opportunity to commit to a fundamentally different approach to addressing the healthcare challenges in today’s society. A new narrative was required to help shape the healthcare debate, establish ourselves as a trustworthy partner and, above all, demonstrate our absolute commitment to improving the lives of people living with illness. 

Outside of AbbVie, 2013 was a fast-moving and challenging year: the restructured NHS came under increasing financial pressure, serving an ageing population living with multiple health conditions; and there was continued distrust and cynicism around the role of pharma. A new business model was urgently required. We needed to articulate and demonstrate “Why AbbVie?” to develop meaningful relationships and build a corporate profile that went beyond brand awareness to create a new space in a competitive market. This is how we did it.

Judges comments

During a really big launch the AbbVie team just got on with it and achieved a huge amount. They showed great external engagement and just went out there and made a different, succeeding in terms of elevating patient care – they are really walking the talk.


Finalists

AbbVie

Corporate Communications Team - Astellas Pharma Europe Ltd.


View the Communiqué Awards 2014 Photos


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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.