In 2011 we helped bring GlaxoSmithKline (GSK) and the McLaren Group together in a groundbreaking partnership. Designed to deliver value for both brands, the relationship is founded on GSK and McLaren sharing respective skills, processes, cultural nuances and technological innovations with the goal of developing more efficient and dynamic processes for both companies. This year GSK completed the first of a five year program to deliver game-changing performance improvements in the fields of manufacturing, pharmaceutical research and performance management, while also driving a more dynamic business culture.
We helped GSK set the groundwork for communicating the successes of the program and educated 100,000 employees about the benefits McLaren could deliver. The learnings from this program will have a positive impact on GSK’s research & development and manufacturing efficiency. Additionally, we concepted and managed an employee engagement program with the client, designed to use the McLaren partnership as an example of what a dynamic culture shift at GSK could produce. In addition to providing consistent communication, we helped to provide several F1™ inspired learning experiences for GSK employees.
The program was overwhelmingly successful. By season’s end we had helped GSK effectively touch more than 31,000 employees through McLaren Pit Cars and F1™ simulators. Additionally, we used these elements to link the Vodafone McLaren Mercedes team with the Lucozade and Maximuscle brands, resulting in a hugely successful retail promotion for the Lucozade brand in the UK. Looking ahead to 2013, the partnership will continue to flourish as the state-of-the-art McLaren GSK Centre for Applied Performance prepares to open its doors, designed to engage and excite a new generation of scientists.