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Winner 2010 - GSW Europe Marketing Excellence Programme Award


Company:  Abbott

Campaign: Marketing excellence by name and by nature


PMEA Winner - GSW Europe Marketing Excellence Award


This category provides the opportunity to look at and recognise companies' own internal capability programmes. Entries were invited from any UK or European pharmaceutical or life science company that currently run a marketing excellence scheme.

In particular the judges were looking to see how marketing capability was fostered and developed with emphasis on insight-driven programme and communication development.

Award sponsor

GSW logo "As a global pharmaceutical communication agency GSW Worldwide is no stranger to winning awards and in these challenging times we are no stranger to innovation. So we feel it's very appropriate that we celebrate those who drive changes in pharmaceutical marketing at the PMEA."
Dr Angela Liedler, president European operations, GSW Worldwide


Campaign overview

Abbott’s specialist products division (SPD) exists with one objective: to turn science into caring by being customer focused. The core route to this is defined as 'Living, breathing and dreaming marketing excellence' to create an environment that feels buzzing, exciting, passionate and inspiring. The SPD effectively implemented a fundamental shift in thinking and language to lay the foundation for sustained, long-term and exponential growth in marketing excellence.

Marketing excellence


Judges' comments

"This entry really stood out as having thoroughly explored the benefits of cross-functional development. They came up with an incredibly complex, visionary programme but didn't become process driven – tailoring it at local level where appropriate. It clearly empowered the marketing team to become more creative and to develop more impactful, value-based marketing plans."



 Other entries


Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022