Crowdsourcing a new Bold Ambition for 2030 and beyond

Agency: AstraZeneca

AstraZeneca has been on an incredible journey since 2018; delivering five consecutive years of industry-leading growth, playing a central role in changing the course of the pandemic and completing the largest acquisition in its history.

The company has a long and successful history of involving employees in the creation and evolution of its strategy. In 2022, AstraZeneca decided to crowdsource the clearest articulation of its shared aspiration: it’s Bold Ambition. The campaign would involve 83,000 global employees and empower them to take ownership of the new Ambition every day.