CELEBRATING ONE NOVO AND THE SPIRIT OF THE APIS BULL

Communicating a new UK-wide strategy and organisational change.

Novo Nordisk change and transformation campaign creatives on screen, on mobile and on posters

Challenge

Global pharmaceutical company, Novo Nordisk, came to us in late 2023 to help them prepare for the launch of their new UK-wide strategy and the related cultural and organisational change that might require.

Following negative press, supply chain issues and regulatory challenges, Novo needed to address internal discontent and clearly outline what the future might look like. But also to reassert the good news stories of record turnover, growth and profit of the previous year.

 
Novo Nordisk campaign branding

Strategy

Following an intensive period of exploration, we identified key themes employees wanted Novo to address as part of their plans for 2024. These included greater clarity on the future, increased positivity, a feeling of empowerment and a sense of connectivity.

We proposed a communications strategy that leveraged the best of Novo Nordisk and its 100-year history, but also pointed to its incredible present and future potential. We recommended this be articulated through a platform to both introduce the 2024 UK strategy, but also celebrate Novo and the special characteristics that would help drive future performance.

One Novo: Spirit of the Apis was introduced in April 2024, via a series of ambient installations and notifications, re-introducing and contextualising the famous Novo Apis bull as part of their legacy and core cultural DNA.

We built on this at their annual May all-employee address (POA), through a series of multi-media activations and a CEO address, culminating in the introduction of the five core spirits colleagues were asked to promote, role-model and celebrate over the coming year.

 
Novo Nordisk employee campaign graphic promoting Agility

Impact

One Novo received universally popular feedback from employees, praised for its simplicity, clarity, positivity and encouragement of subtle culture change.

The annual all-colleague event was praised as their best yet, and engagement with the ‘spirits’ has exceeded expectations. Initial feedback has suggested the clarity, positivity and a sense of celebration have all increased, and the 2025 POA looks set to have One Novo at its core.

Discover more about our change and transformation strategies and campaigns here.