THE CHALLENGE
Abbott needed a framework for responsible, inclusive marketing that actually worked in practice, not just in theory. Their marketers and communicators needed clear guidelines that aligned with Abbott’s values without feeling like a compliance checklist. The goal: give teams the tools to create content that resonates with diverse audiences, fosters belonging, and reflects Abbott’s commitment to ethical storytelling..
THE SOLUTION
We created the Responsible Marketing Playbook, a strategic guide that outlined Abbott’s principles for inclusive marketing. This wasn’t just a reference document. It was built to be actionable, giving marketers across Abbott’s global ecosystem a framework for making more conscious, inclusive decisions at every stage of the creative process.
MY PART
I worked as both writer and designer, developing the Creative Content Guide while consulting on the Responsible Marketing Playbook. Here’s what that looked like:
✔ Partnered closely with Brand Creative leadership to ensure the guide didn’t just inform, it equipped
✔ Developed frameworks and guidelines that embedded inclusivity into how Abbott’s teams think and work, not just what they produce
✔ Wrote and designed the Creative Content Guide to be clear, actionable, and aligned with Abbott’s values
✔ Consulted on the Responsible Marketing Playbook to ensure consistency across both resources
THE RESULT
The playbook became a working tool that Abbott’s teams actually used. Marketers had a clear framework they could apply in real time, turning inclusive marketing from an aspiration into a repeatable process. The guide equipped teams to make better decisions at every stage, from concept to execution, embedding inclusivity into their workflow instead of treating it as an afterthought. More thoughtful content that resonated with diverse audiences while staying true to Abbott’s brand and values.
