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Excellence in Managing Established Products

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You Go Beyond

by Align Technology with support from Page & Page

Summary of work

Life can be complicated as the EMEA marketing team for an international technology company based in
California discovered. Working within the parameters – strategy, branding and messaging – set by a US
agency for a US market, to develop a campaign that would resonate across EMEA markets with distinct
needs (eg language, regulation) and cultural nuances, including different motivations and behaviours was
a complex task.
In this entry you will see that by taking the initiative and not accepting the ‘natural’ order of things, Align
Technology EMEA and Page & Page were able to not only create a meaningful messaging platform that
could be easily localised for Invisalign therapy, but also influence on the overall approach to a new global
This is a simple and distinctive peer-to-peer endorsement campaign, underpinned by research, insights and
critical thinking that enables each market to take ownership of, and full responsibility for, its own

Judges' comments

You Go Beyond was a solid entry, with strong personas and the bases were covered well. It was a good, bold, change, which was quite a shift in target, and this was not an easy shift. It has strong segmentation, with good customer insights, and was marked highly on the outcomes.


‘No Compromise For Her’ Creative Educational Campaign - by UCB Pharma S.A. with support from Carling Communications London

Highly commended

Octasa Sales and Marketing Campaign - by Tillotts Pharma UK


You Go Beyond - by Align Technology with support from Page & Page

The SPIRIVA® RESPIMAT® Success Story - by Boehringer Ingelheim with support from Aptus Health International

Striving for Better Patient Outcomes in Psoriasis with Cosentyx (secukinumab) - by Novartis UK with support from 90TEN

Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023