Global超越边界ppt

TranscendingBoundaries…EnsuringaSeamlessPRStructure&ProgramforAbbottInternationalAAACERegionOctober22,20092IntroductionsJudithCranfordGlobalAccountDirectorAideenDoughertyRAM,EasternEurope&NorthwestAfricaTerri-HelenGaynorRAM,AsiaPacificAmyKongRAM,SoutheastAsiaWendyLundGlobalHealthcareGlennOsakiPresident,AsiaPacificBronwenAndrewsDirector,EuropeanBusiness3PROPOSALREQUIREMENTSRecommendationsonhowtostructuretheAAACEcommunicationsprogramProvideatop-lineoverviewofhowMS&LwouldaddressthefourpillarsoftheAAACEcommunicationsprogram.PleaseshareinnovativeideasonhowtoenhancecommunicationsintheregionandaddressthesefocusareasShowcaseknowledgeoftheregion.AgencyshouldhaveavastknowledgeoftheAAACEregion,asawholeAgencyCapabilitiesProvidehighlightsofrelevantexpertiseShowhowMS&LmanagesLSPrelationshipsandhowwewillmanageactivityinthesixprioritycountries(Poland,Australia,Korea,SaudiArabia,TaiwanandCzechRepublic)BudgetEstimateWhatWe’llCoverToday4•54officesin28countries•Affiliatenetworkreaching40additionalcountries•Workeffectivelyacrosstimezonesandgeographies•1,500people•Topthreehealthcarepractice•Morethan250healthcarepractitionersworldwideWeHavetheSize,ScaleandExpertiseYouNeedFoundedin1938.Today,MS&LWorldwideisoneoftheworld’stopglobalcommunicationsfirms5FourPillarsDrivingAAACECommunicationsMarketingCommunicationsPan-RegionalProgramCoordinationIssues/CrisisManagementInternalCommunications•Assess•Environment•Internal•CoreProgram•Media•Roles•Responsibility•Network•Centralize•Prepare•Innovate•Bestpractice•Monitor•Train•Template•Process•Proactivity•Response•Frame•Support/develop•Implement•Review•Measure6HelpP&Gglobalize¢ralizePRforOral-BandAlwaysbrands.Representsanofipasteurworldwideinitseffortstocentralizeitsmessagingandprogramsfocusedonvaccineawarenessandtheglobalpandemicthreat.HelpedpositionthePhilipsglobalbrandwithprogramsaroundtheworldthattappedourexpertiseincorporatecommunications,consumermarketingandhealthcare.Inparticular,ourworkwithPhilipsMedicalSystemshasledtoacentralizedmanagementstructurewithresponsibilityinmorethan32countriesandhassupportedthetransformationofPhilipsfromelectronicstoincludehealthcare.DevelopedandlaunchedaglobalplatformfortheLillydiabetesportfolioandmanagedinnovativeinternationalprogramstodevelopcategoryleadership.WealsocreatedagloballaunchforLilly’sblockbusterCialisaroundtheworldwithaconsistentapproachtodifferentiatingmessaging;wecurrentlymanageglobalosteoporosisproductsandaremanagingthelaunchofEfientaroundtheworld.OversawtheworldwideexpansionofCelebrex,forfiveyears,fromafirst-in-classtoa#1blockbusterinarthritisandpainmanagement.Manageglobalprogramsforkeyproductsincardiovascularhealthanddermatology,andcurrentlymanagingthepre-approvalandlaunchofMultaqworldwide.RichExperienceManagingGlobalAssignmentsBorderfreeSynergy8AtMS&L,ourabilitytotranscendbarriersandboundariesgoesbeyondtimezones,geographyandcultures.ItisatthecoreofourDNA.OurApproach9RealworldhealthtrendsPressingindustryissuesthataffectourbusinessExpectedcompetitoractivityChangingroleofinfluencersClientneedsandopportunitiesUncoverBusinessOpportunitiesthatTranscendBoundariesSeriesofquestionsthatguideourthinking:Define/Qualify/QuantifyProprietaryMS&LProcessthatTranscendsBoundaries10HowWeAddValueforAbbottMS&LPRAdvantageWhatwewilldeliverGlobalnetworksUnifiedteamsOnecommonvisionOnestrategyOneholisticapproachOnecommitmentHowwewilldeliverFlexible,readytodayDeep,relevantandrecentexperienceGlobalandlocalexecutionGlobalhealthcareinsights/trendsOneprocess,approachandKPIsAbbottfirst11EfficienciesandEconomiesofScaleSingleglobalaccountdirectorwhoservesaschiefpointofcontactandcanactivatetheMS&Lnetworkatanytimeandanyplace•StreamlinedandcentralizedaccountmanagementteamthatreportstotheGlobalAccountDirector•GADdeliverscreativeandstrategiccounselRegionalhubs:•Operationalexcellence•Efficientandexpertdeployment•AlloperatetoasinglesetofworldwideoperationalstandardsandprocessesthatdeliveraconsistentlevelofworkfrommarkettomarketDevelopstoolsthatcanbeusedacrossmarketsManagesaccountadministrationacrossallMS&LofficesCentralizesbillingwithasingleinvoiceOverseescentralizedactivityreportsthatrollupactivitiesacrossallmarketsUsesglobalcommunicationandinformationfromOneAbbottCityasamanagementtooltoshareaccountinformationamongmarkets,clientofficesandMS&Lofficesinlocalmarkets12Ideas-sharing/networking/casestudiesTrainingConferences/PlanningsessionsITcapabilitye.g.intra-&extranetBESTPRACTICESTRATEGYCentralstrategyCoreprogrammesCreativeresourceRegionalliaisonBillingToolkits/materialsMeasurementGLOBAL/REGIONALTemplatesRegional‘spin’/events/activitiesRegionalmediarelationsCasestudiesandcustomerstoriesREGIONALCAMPAIGNS/ACTIVITIESToolkitimplementationofcountry&industryspecificstrategies&programmesLocalrelevanceTapscentralresourcesUnderlinesglobalbrandLOCALEXECUTIONMakingItWorkAcrossMarkets13WendyLundStrategicCounselClientLiaisonJudithCranfordGlobalAccountDirectorTerri-HelenGaynorRAMEMEACEEAU/NZ/PacificTaiwanKoreaAideenDohertyRAMMegannOutramRAMInternationalMS&LAbbottTeamBronwenA