Internal Communications Campaign for a Pharma or Healthcare Organisation

The Nutrition World Championship was developed to engage medical sales teams in scientific topics and key clinicals. A game format capitalised on the naturally competitive nature of participants, while rewarding excellence and adding elements of fun.

We developed a multi-event sports championship with a robust communication plan at its core. Countries and individuals were pitted against each other, with questions propelling them around the course depending on the speed and accuracy of their answers.

The initiative proved hugely successful, with 17 countries participating and 79% of medical sales personnel registering. 680+ participants contributed weekly, ensuring average engagement of 92% overall.

Judges Comments

The Nutrition World Championship stood out in a category known for its creative challenges. By harnessing competition, the campaign delivered an engaging and scalable way for colleagues worldwide to strengthen their knowledge.

Judges praised the smart use of gamification to motivate medical sales teams, striking the right balance between fun and professionalism. Supported by high-quality asset development and a powerful communications strategy, the campaign drove impressive participation and delivered against its objectives.

With a well-crafted execution and commitment metrics to match, the Nutrition World Championship was a clear winner.

Greg Foy, JPA Europe

This award entry describes how LEO revitalised Global Sales training with a series of engaging films built around the CERT model: Clarify, Empathise, Respond and Test.

High-quality, narrative-led content transformed complex ideas into training that was accessible, memorable and relevant for sales teams worldwide. An energetic style – with strong storytelling hooks – encouraged viewers to watch, engage and look forward to each new instalment. Rooted in real-world sales scenarios, the films successfully unified diverse audiences around a single model.

Entertaining execution, clear messaging and strong production values delivered learning impact, feedback and a new benchmark for internal communications across brands globally.

This engaging internal learning initiative was designed to increase Medical Science Liaisons’ (MSLs) confidence and effectiveness in discussing competitor data within the follicular lymphoma landscape. Delivered through a highly interactive, spy-themed live event, the programme combined AI-generated visuals, gamified content, and pre- and post-session assignments tailored to MSL learning styles.

100% of attendees reported increased confidence post-event, with 88% rating the session as engaging or highly engaging. The success of this innovative, insight-driven approach has led to it becoming a recurring part of Ipsen’s training strategy, supporting field teams in hybrid environments with relevant, motivating, and high-impact learning experiences.

The AA Pitch Perfect Brand Challenge is an interactive board game created by Allergan Aesthetics and Precision AQ to strengthen strategic knowledge and differentiation skills in an increasingly competitive market.

Designed to replace fatigue from traditional role play, the game delivers an immersive, fast-paced experience that mirrors real sales challenges. It reinforces brand strategy, boosts confidence in customer interactions, and encourages collaboration and manager feedback. Easily integrated into sales meetings, each pack includes ready-made materials for quick setup.

Since launch, teams across Europe, China, and Brazil have reported measurable gains in brand knowledge, messaging confidence, and coaching effectiveness.