Winner
Driving Agility in Planning: Shaping the Amgen Marketers of 2030
Summary of work
Amgen approached Possible having recognised that their brand planning process required evolution. They wanted to move away from developing static plans lacking the flexibility to adapt rapidly in changing environments. This rigidity was compounded by milestone-driven workloads, creating intense pressure points, overwhelming marketers, stifling their ability to think strategically.
To address this challenge, we took a 3-stage approach: Diagnose, Implement and Measure. During the diagnosis phase, it became clear that the challenge reached beyond the brand planning process and included challenges in mindset and skillset that needed to be addressed.
Our goal was to elevate marketers, enabling them to play a pivotal role as ‘general managers’ of their brands. To make this initiative a reality, our implementation focused on these key areas:
Mindset – Growth mindset and applied leadership skills
Skillset – Academy focusing on practical application of theory
Toolset – Dynamic brand planning process addressing current pain points and strategic weaknesses
Possible robustly measured results utilizing a widely recognized framework. The impact of the project has been felt across the entire marketing community at Amgen and recognized by senior leadership locally and globally.
Judges’ comments
The ‘Driving Agility in Planning: Shaping the Amgen Marketers of 2030’ project was very well put together and had good objectives. The anecdotal feedback was extremely positive and it had strong context and approach. The agility and ambition shone through, making it a clear winner.
