Highly Commended

MSD Corporate Reputation Programme 2017-18

by MSD with support from The Red Consultancy

Summary of work

At the beginning of 2017, MSD UK’s new Strategic Communications team set out to refocus on building a stronger corporate reputation. We felt the time was right to be louder and prouder; MSD was doing things differently, often at the forefront of new and innovative ways of partnering in the UK to improve the health and well-being of populations; we had a brand recognition challenge and we wanted to ensure we had diverse and dynamic talent, now and in the future. We also had a new global theme of Inventing for Life, so it was an ideal time to take a fresh and engaging approach.

We took a strategic yet focused approach to our programme – building strong foundations to a new approach in terms of capabilities and commitment from the business; creating an engaging narrative and looking at ways to implement a dynamic, multichannel and dynamic integrated reputation programme. This has resulted in MSD’s visibility and reputation increasing significantly, through a clear content and channel strategy as well as creating different and engaging content and activities for both internal and external audiences – based around our People, Our Partnerships for Patients – and how we are all Inventing for Life.

Judges’ comments

The MSD Corporate Reputation Programme is a really strong, well-considered and executed campaign with a clarity of strategy and infrastructure built to deliver longevity and sustainability.