Elevating corporate reputation by finding The Upside.

Challenge

With 69,000 people, operations in 150 countries and a 125+ year heritage, Abbott is the scientific leader in global healthcare. However, the ability to communicate its vision across the organization and in the communities where Abbott operates in a succinct and unified manner proved to be a tall order.

Insight

Building on our 10 year partnership, we identified the opportunity to create a new platform for global citizenship efforts. It’s steeped in how Abbott views the world: vitally, inclusively and optimistically. It’s built on the experience and expertise found in Abbott’s DNA. It’s their way of doing business and solving problems. It’s The Upside.

Solution

Core to our platform was telling stories of how Abbott has realized their untapped impact by helping others realize theirs. We created The Upside brand and a campaign with digital activations and experiences which bring it to life—helping Abbott articulate their leadership while actively building corporate reputation on a global scale.