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
Created the Responsible Marketing Playbook and Creative Content Guide, two strategic resources that outlined Abbott’s principles for inclusive marketing. This wasn’t a reference document sitting on a shelf. 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, from briefing to production.
MY ROLE
Worked as both writer and designer, developing the Creative Content Guide while consulting on the Responsible Marketing Playbook.
✔ Partnered with Brand Creative leadership to ensure the guides didn’t just inform, they equipped teams to act
✔ Developed frameworks and decision trees embedding inclusivity into how Abbott’s teams think and work, not just what they produce
✔ Wrote and designed 36-page Creative Content Guide covering teams, insights, strategy, creative execution, case studies, and resources
✔ Consulted on Responsible Marketing Playbook to ensure consistency across both resources and alignment with Abbott’s brand standards
THE IMPACT
Adoption and Usage: Playbook became working toolkit used across Abbott’s global marketing organization. Teams had clear framework they could apply in real time, turning inclusive marketing from aspiration into repeatable process.
Operational Change: Equipped teams to make better decisions at every stage, from concept to execution. Embedded inclusivity into workflow instead of treating it as afterthought. Created shared language enabling meaningful conversations about diversity, equity, and inclusion across departments.
Content Quality: Produced more thoughtful, culturally resonant content that connected with diverse audiences while staying true to Abbott’s brand and values. Established Abbott as leader in responsible marketing practices within healthcare industry.
