LundbeckTACTICAL PLANNING WORKSHOP

ANOTHER SUCCESSFUL CASE FROM

COMMUNICATION VALUE CHAIN At W we work with the entire communication value chain, from brand strategy to sales implementation and productions of printed and online deliverables. And along the journey we make sure that your internal comms are handled professionally. In this specific project, we mainly worked with the step(s) highlighted below.

THE W COMMUNICATION AGENCY is a strategic and creative communication agency focused on international B2B communication. The agency specialises in three areas – Life Science, Technology and Industry – and supports leading, global corporations and companies with external and internal communications strategies and creative implementation. Get in touch and we’ll be happy to share more of our many successful case stories. justw.com

CHALLENGESaphris®/Sycrest® is for the treatment of moderate to severe manic episodes associated with bipolar I disorder in adults. To support the development and roll-out of the global marketing brand plan 2014/15, Lundbeck needed to identify key tactical initiatives to support the implementation of the Saphris®/Sycrest® brand positioning in its key markets.

SOLUTIONTo identify marketing initiatives to support the key markets, W was asked to facilitate a 2-day a joint global/affiliate marketing workshop. The primary of objective of the workshop was to ensure that the markets attending were fully engaged in the process to identify and develop ‘market shaping’ initiatives to be included in the Saphris®/Sycrest® global brand plan, after the workshop.

RESULTA highly motivating workshop that created an opportunity for the key markets to communicate to the global Saphris®/Sycrest® brand team the local barriers/challenges to brand adoption. By doing so, this created a forum for both global and affiliate marketing to have highly constructive discussions on key marketing initiatives that would be needed from HQ functions to overcome these local barriers, leading to increased brand sales.

Curious to know more? Contact Sunil.Ramkali@justw.com

our solutions

Brand campaign– communicate a unique

brand positioning

Brand strategy– identify the strategic

imperatives

Channel selection– innovative execution

1 3 5

Sales implementation

– sales campaign ’toolbox’

development

Brand communication platform

– defining brand value & brand positioning

2 4

INTERNAL COMMUNICATIONS / CHANGE MANAGEMENT – bringing the organisation along the journey