THE CHALLENGE:
Abbott needed to establish clear guidelines for responsible and inclusive marketing, ensuring that all campaigns aligned with the company’s values, strategies, and standards. The goal was to equip marketers and communicators with the knowledge and tools to create content that resonates with diverse audiences, fosters a sense of belonging, and upholds Abbott’s commitment to ethical and inclusive storytelling.
THE SOLUTION:
We developed the Responsible Marketing Playbook, a comprehensive guide outlining Abbott’s principles for inclusive marketing. This playbook served as a strategic resource for marketers and communicators, providing frameworks for making more conscious and inclusive decisions across Abbott’s global marketing ecosystem.
MY PART:
I played a dual role as writer and designer, developing the Creative Content Guide while simultaneously consulting on the Responsible Marketing Playbook. I worked closely with Brand Creative leadership to ensure that the guide were not just informative, but actionable, empowering Abbott’s marketing teams to embed inclusivity into every stage of the creative process.
