Finalist
Ipsen
Summary of work
It seems like every company today is ‘undergoing rapid transformation’ to ‘establish a culture of employee engagement based on purpose’ with its ‘disruptive customer-centric approach’ thanks to ‘robust digital customer journey mapping.’ Right? So, how do you stand out in a sea of sameness? How do you show that you’re relevant to the stakeholders that matter to your business?
Until 2019, being seen as ‘relevant’ to key stakeholders was one of Ipsen’s biggest challenges, but we saw this as an opportunity to put the company on the map as a leading global biopharmaceutical company focused on innovation and Specialty Care.
To demonstrate relevance by delivering impactful and engaging communications and building relationships with patients, stakeholders and employees, we transformed Global Communications by replicating an agency model, in-house. We built Ipsen’s brand architecture, created a storytelling agenda and scaled-up our channel planning strategy to improve audience experience; drove business results through clear communication of Ipsen’s roadmap and strategic priorities, and fully embedded patient-centricity into our culture to attract and retain top talent. By doing this, we strengthened Ipsen’s relevance by stripping it to its core and what matters most – business, patients and people.
Judges’ comments
It was obvious that Ipsen have carried out a huge amount of work internally throughout 2019. They showed a well-orchestrated transformation of the team’s structure and ways of working, all supported by great analytics. The team showed a strong connection to the business and are making real changes.
