Winner: Shire Pharmaceuticals: A Brave New Brand for Shire PharmaceuticalsTo create a unified corporate brand identity, Shire's corporate communications team started by asking all employees what makes the company so special. Many longtime employees saw Shire as intrinsically and historically "brave." The team then devised a multi-faceted brand initiative that ultimately became the cornerstone for new values and performance evaluations at Shire.
"Bold, innovative, creative, and smart plan," said one judge. "It provided a real rallying cry."
The campaign aimed ...