Challenge

The core objective of this conference was to prepare the sales force and their supporting colleagues for the changes in mindset and actions demanded by their return to growth. But with a multitude of internal messages and initiatives to contend with, our challenge was how to unify colleagues under Pfizer’s purpose driven growth agenda.

Insights

As a company, they were all about putting patients first, which is a tactile, distinctly human-centric approach.  

We also knew that 90% of colleagues were self-selecting content, a process that empowers them to take a more personalised approach to Pfizer content. 

Strategy

With this in mind, we needed to create an experience that put delegates first. An experience that allowed them to pick and choose what is meaningful to them to make personal connections to Pfizer’s UK Vision.

Solution

The theme of ‘Breakthroughs that change lives’ allowed Pfizer to be open and honest about changes in the business and to celebrate advancements and achievements, while empowering the audience to connect with personal breakthrough stories. 

Every step of the audience journey was an opportunity to connect with each other, the leaders and of course the patients they work so hard to protect.

The event itself was split into three content buckets:

Breakthroughs that Change Patients’ lives was a transparency session hosted by the UK MD, which addressed the internal and external changes affecting colleagues and patients alike, while motivating and unifying the audience.

Breakthroughs that Change who we are was a session designed to create energy and divergent thinking. Focusing on breakthroughs and ways in which the audience can affect change.

Breakthroughs that Change the way we lead the conversation focused on scenes to express the 2025 ambition and demonstrate the change in mindset needed to work towards breakthroughs that change patients’ lives. The pinnacle of this session was the Future Focus Expo, that brought to life current and pipeline breakthroughs that will change patients’ lives.

My Role

Creative Director – Creative Strategy, Ideation, Concept development, creative direction of a team of designers, animators, film makers, artworks and set designers to deliver a show-stopping event.