Winner
Trust in Transition: Navigating Change with Transparent Communication
by 21GRAMS on behalf of Novo Nordisk
Summary of work
GLP-1 receptor agonists have been frequently reported on, catapulting Novo Nordisk to becoming Europe’s most valuable publicly listed pharmaceutical company. This rise, and unprecedented interest in its prescription-only medicines, came alongside other formidable challenges: supply chain disruptions, inappropriate celebrity endorsements, and a high-profile suspension from the Association of the British Pharmaceutical Industry (ABPI) in March 2023. The resulting media whirlwind, marked by a dramatic 3000% surge in coverage, demanded relentless vigilance and a rapid, agile response to navigate. Our strategy was built on a foundation of transformation and agility, focusing on a 24/7 press office for proactive engagement and misinformation correction, alongside comprehensive issues preparedness.
By embracing transparent and responsive communication, we navigated this career-defining transformation, setting a new benchmark in pharmaceutical communications. The campaign underscored our commitment to integrity and accountability, showcasing resilience and adaptability amidst intense scrutiny and guiding us through the media storm with dexterity and insight.
Judges’ comments
The ‘Trust in Transition’ was a really solid, compelling entry. It was a big undertaking and the way they moved at speed and at scale was impressive. It was well written and well laid out, with strong results. The planning was very clear, showing excellent agility and flexibility. The aim was to ‘regroup, reflect and rebuild’ in order to course correct – seeking to bring together the different components with the use of media, the newsroom and data mining, while finding the balance between being proactive and reactive. The end result was transformative in changing stakeholder thinking for a clearly stated commercial outcome.
