全球故事講述策略：在多個國家或地區建立一致性和靈活性.pdf

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1、Global Storytelling Global Storytelling Strategy:Strategy:Creating Consistency Creating Consistency and Flexibility Across and Flexibility Across Multiple CountriesMultiple CountriesFierce Pharma SummitJuly 2024About UsAbout Us2Antonis PapasolomontosAntonis PapasolomontosDirector,Corporate Affairs,E

2、urope,AbbVie Emily SullivanEmily SullivanDirector,Global Corporate Social Media,AbbVie31Brief background about AbbVie2Explain our challenge3How weve tackled the challenge4Future opportunitiesWhat well cover What well cover todaytodayAbout AbbVieAbout AbbVie4AbbVie creates AbbVie creates medicines an

3、d medicines and solutions that solutions that put impact first put impact first for patients,for patients,communities communities and our worldand our worldJanuary 2,2013AbbVie was founded50K+employees working in 70+countries$63Binvested*to research,develop and discover new medicines since AbbVie wa

4、s founded*Adjusted R&D investment,cumulative since inception20 countrieswith R&D and/or manufacturing facilities75+conditionstreated across all stages of life in 2023,up from 20 conditions in 2013.50MM+people are treated every year,including more than 16 million people in the United States 25major p

5、roduct or indication approvals since 2013 including 4 major product or indication approvals in 2022175+countries where AbbVie products help people and patientsRecognizedfor being a good corporate citizen and for our contributions to society and business performanceData current as of 2022 year end.R&

6、D investment figure source AbbVie 2023 ESG report.Our comms evolutionOur comms evolution6AbbVie Corporate Affairs has evolved our model to be more supportive and considerate of local in-country needs.Weve done this through:Corporate Corporate Affairs Affairs EvolutionEvolutionCoCo-Creation and Creat

7、ion and CollaborationCollaborationResourcingResourcingConsistent Consistent governancegovernanceRelationship Relationship BuildingBuildingHow AbbVie Corporate Affairs operates How AbbVie Corporate Affairs operates globally across 70+countriesglobally across 70+countriesGlobalGlobalSets global strate

8、gy with inputs from key markets and business priorities.Enforces general brand governance efforts.AffiliatesAffiliatesSets the strategy for local activation,leveraging inputs from global and area.AreaAreaPartners closely with global,advising on strategy development and best way to pull-through into

9、local markets.Advocates for affiliates local needs.GlobalGlobalAreaAreaAffiliateAffiliate7Our Communications Our Communications ChallengeChallenge8The challenge:The challenge:How do we continue How do we continue to create a to create a consistentconsistent storytelling storytelling approach globall

10、y,while allowing approach globally,while allowing flexibilityflexibility to localize for unique affiliate needs?to localize for unique affiliate needs?930,000 employees ex-US41 Affiliates and 70+countries20+manufacturing and R&D sites ex-USWhat are the barriers?What are the barriers?10CountryCountry

11、relevancerelevanceNot invented here-everything is localResourcingResourcingTeam sizeTimingTranslationsCulturalCulturalDoes the campaign translate well?Will it have the same meaning?How Weve Tackled How Weve Tackled the Challengethe Challenge113 main priorities3 main priorities12Brand Brand governanc

12、egovernanceDedicated Dedicated global global resourcesresourcesStorytelling Storytelling pullpull-throughthrough1 12 23 3Brand governance:Brand governance:Be consistent Be consistent in how we show up in how we show up as a brand around as a brand around the worldthe world13The solution:The solution

13、:Reinforce the brand through Reinforce the brand through consistent touchpoints&resourcesconsistent touchpoints&resources14Dedicated brand email inbox and Microsoft Teams ChannelBrand Power HoursWeb and social playbooks&style guidesInternal Virtual AI assistant with hundreds of brand inputsGlobal gr

14、owth:Global growth:Increased Increased international international comms activities comms activities need more supportneed more support15The solution:The solution:Global roles dedicated to affiliate Global roles dedicated to affiliate guidance and supportguidance and support16Develop resources that

15、are more accessible and relevant for affiliatesLead annual“foundations”learning&development eventsPartner to refresh local websites pulling through the web roadmap to Web and social roles,fully dedicated to area and affiliate needsStorytelling Storytelling pullpull-through:through:Ensure priority En

16、sure priority stories are told stories are told around the worldaround the world17The solution:The solution:Empower Affiliate Empower Affiliate leadership with leadership with consistent consistent content content 18LeadershipLeadershipEmpower Affiliate Empower Affiliate leadershipleadershipGlobalGl

17、obalreachreachContent Content ToolkitToolkit Engagement Guidance Cross Affiliateworkstream Insights and co-creation Assets Proof points The solution:The solution:Launch employee Launch employee advocacy program advocacy program globallyglobally19Bringing it together:Bringing it together:Content Glob

18、al;Context Local Content Global;Context Local 20Future OpportunitiesFuture Opportunities21Whats next?Whats next?Measuring impactMeasuring impact22Upskill,resource and streamline Upskill,resource and streamline measurement to illustrate global impactmeasurement to illustrate global impactGlobal Global frameworkframework23Local Local flexibilityflexibility