The situation

GSK was at a turning point.

Following a complex demerger, the organisation was launching a new brand built around a new purpose: to unite science, technology and talent to make a difference in more people's lives.

This wasn't a logo change. It was a fundamental shift in identity - and it needed to land with 70,000 people across four time zones, simultaneously, in a way that made every one of them feel part of it.

The risk of getting it wrong was real. A message that felt corporate, distant or unclear wouldn't just fail to inspire - it would create the uncertainty that follows any major organisational change, at exactly the moment GSK needed confidence and momentum.

Group of six people standing on stage during an event, with large white and orange 3D letters in the background that spell out 'CLX'.

People silhouette on stage in front of a large screen displaying an image of cells with the word 'science' written across it.

What we did

As lead agency, we shaped the "Ahead Together" narrative and built the infrastructure to deliver it at a scale GSK had never attempted before.

We created a live, TV-style global satellite broadcast - a first for GSK - filmed in front of studio audiences in London, the US, Europe and India, reaching all 70,000 employees in real time.

Alongside the broadcast, we built a bespoke 3D digital platform so employees everywhere could participate fully, and developed local activation toolkits so regional teams could run their own watch parties and make the moment their own.

Every element of the event - from the films and content we created, to the live production - was designed around a single idea: that this was a moment belonging to every person in the organisation, not just those in the room.

Our film "We are GSK" captured that intent and now sits on GSK's website as a permanent expression of their purpose.

Collage of images showing a conference or seminar event, with speakers, audience, and displays featuring the slogan 'Ahead Together' and information about science, technology, and impact.

Crowd of people sitting in a conference room with a large sign that reads 'Zebulon' in orange letters behind them, including some wearing face masks and audio-visual equipment like cameras.

Woman in yellow jacket speaking into a microphone in front of an audience at a conference or seminar.

The result

The best results ever recorded for GSK's largest, most ambitious live broadcast.

99% of attendees agreed or strongly agreed they now understand GSK's purpose, strategy and culture

85% left feeling motivated, energised and confident about the future

163% increase in attendance vs. previous years

434,200 LinkedIn views for CEO Emma Walmsley's "This is our time" clip - 96% above benchmarks

39,400 global audience reached on the day

BACK

“Wonderful job. We couldn't be happier with how it all went. Well done to you and the whole crew.”

Chairman, GSK

EMPOWERING A GLOBAL WORKFORCE

ICE AWARDS: BEST HYBRID EVENT // CONFERENCE AND EVENT AWARDS: BEST HYBRID EVENT //