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GlaxoSmithKline - "Generate"
GlaxoSmithKline approached AgileCat with a unique challenge: how to position themselves in a distinct way to their workforce in the United States of 23,000 individuals via a health message. Adding to this challenge was the myriad of different brands competing for attention under the GSK roof.
After dozens of Brand Therapy sessions and the creation of a robust brand platform, AgileCat created the brand “Generate.”
Generate tied work performance and quality interactions to each employee taking accountability for their health. Given that the subject of health is related to in so many different ways, AgileCat launched a series of digital, banner and print advertisements at all locations throughout GSK offices in the U.S. Each advertisement focused on the many different spectra of health, from food and exercise to self-awareness and quality interactions with colleagues.
The Generate campaign has resulted in consistent messaging that has led to the bonding of the culture, increased participation in health-related activities and much greater employee interaction with the myGSK Intranet. In addition, this internal communications campaign and strategy not only positioned GSK’s health message to its culture, it is now branching into how individual employees relate to finances via GenerateWealth. Most impressive is that generate has become a cornerstone to GSK’s cultural vision.
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