MS&L - Manning Selvage & Lee Worldwide Communications

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AstraZeneca Change Management

Engaging Employees Throughout Organizational and Process Changes

AstraZeneca Change Management

When AstraZeneca identified a need to drive a structural and mindset change through its U.S. operations, AZ looked to MS&L for strategic communications planning and onsite communications support for more than 11 months during the cultural transformation and change initiative.

In partnership with a cross-functional project team and PMO, MS&L developed a comprehensive, strategic engagement plan designed to drive awareness and understanding of the change, build and sustain momentum for it, and then transition the ownership of the project from the PMO to the appropriate areas of the business.

To execute the communications plan, MS&L placed a team leader, three senior level communications counselors/writers and a high performance project manager onsite to facilitate communications across the project team and to all target employees, primarily sales teams, garnering strong results. An employee survey revealed that after the training and communications program, almost 100 percent of sales reps understood the new selling model and felt prepared to launch AZSM. Consumer awareness of the new selling model also increased, with feedback overwhelmingly positive.