Winner
Building Mindset and Capabilities: 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:
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
“Amgen and Possible have produced a brilliantly contextualised, designed and executed programme recognising that you cannot separate people from process. The team took a very comprehensive approach, provided deep and meaningful insights, and used fantastic measures of success. The materials were also very evidence-based and coherent. The ambition of the programme and the investment Amgen has made in its marketing team is admirable.”
