Challenge: AbbVie operates in 70+ countries across five regions. Despite being a major player in biopharmaceuticals, they lacked the mainstream public presence of competitors with household-name medicines. This put them at a recruiting disadvantage—especially for roles beyond the sciences and laboratory.

Approach: We started by looking at where they had connection and where there were gaps. We surveyed over 10,000 employees across the globe to understand where and why AbbVie delivered career value beyond the tangibles. The gap wasn't in the offering or the day-to-day experience—it was in the story.

Employees kept saying the same thing: AbbVie doesn't just promise, they follow through.

We reframed their value proposition into a value positioning built around a transformational question: "When does a molecule become a miracle?" Instead of an offer, it became a call to arms. Content and creative strategies answered that question through the lens of different career areas—logistics, supply chain, regulatory, commercialization. AbbVie had a stellar reputation for drug discovery, but the process depended on far more roles to go from lab result to life-saving medicine. The positioning celebrated more than the drug—it was already true as a cultural driver. Not everyone at Abbvie hunts molecules, but they're all in the miracle business.

AbbVie had two brands (AbbVie and Allergan) operating in silos. We created a unified Brand Playbook—not a rulebook, but a system that gave teams clarity on how to express the value strategy consistently across regions, channels, and use cases. Templates for presentations, social media, and print gave everyone the tools to make decisions without waiting for approval.