Background:
The Abbott Office of Ethics and Compliance (OEC) is an educational/regulatory
body within Abbott Laboratories that is dedicated to the global
and domestic education of ethics and compliance of its employees.
Facing the globalization of its services within the large governing
body, and an unfavorable perception by its internal audience,
the OEC was in search of a marketing and consulting firm to evolve
its strategy and message platform.
Objective:
The OEC required a strategic communications plan for re-positioning
and re-branding of its purpose and services. Initially required
were leadership interviews to garner a sense of the perception,
the function and products and services provided, and the ideal
relationship between the OEC and the corporate brand of Abbott
Laboratories. Based on the findings, the OEC needed a strong
internal communications plan to re-position the OEC as a positive
resource, providing services and educational support to the many
divisions of Abbott. This repositioning recommendation drove
multiple communications tools to implement this initiative on
a domestic and global scale over a period of 12-18 months.
