GroPro

Memac Ogilvy

GroPro was launched with the aim of providing a customized approach to employee development, where each individual was in charge of choosing the skills they wanted to build on and the tools they wanted to utilize.

In order to communicate how AstraZeneca was empowering employees to define their own learning journey, we developed the campaign’s key message “Your Development… Empowered”, which served as the umbrella for all our communications moving forward. Ogilvy’s PR and Creative teams worked together to develop a campaign identity, including a logo and a slogan, along with newsletters, social media posts, and infographics.

The purpose of the overall campaign – and the communications objectives here – was to raise awareness about the new program, ensure understanding of its key benefits (personalization, ownership, and different paths to development), and gain the buy-in of employees and managers alike.