AstraZeneca Digital Platform Named Best FTSE 100 Corporate Website
AstraZeneca.com, the digital platform created by AstraZeneca in collaboration with global marketing and technology agency DigitasLBi, is the best FTSE 100 corporate website according to new research from Radley Yeldar.
The platform, which launched last year, helped AstraZeneca rise 63 places to #1 in the list.
Following a recent repositioning, AstraZeneca partnered with DigitasLBi to develop a new global corporate website with the aim of communicating their focus on ground-breaking science, engaging their core audiences (potential partners, recruits, media and investors) and acting as a gateway to the wider AstraZeneca digital eco-system.
The content-rich site showcases AstraZeneca’s latest scientific breakthroughs highlighted through words, videos, animation and beautiful scientific photography.
80% of ‘potential partners in industry’ agree that the site communicates that AstraZeneca is science-led.
The platform is part of an ongoing strategic partnership between AstraZeneca and DigitasLBi, and the first step of a longer programme of work being undertaken over the next year.
Radley Yeldar’s FTSE 350 Standout Digital Survey focuses on corporate website performance. This year’s research looked specifically at best practice in corporate websites, with the research evaluating the FTSE 100 and FTSE 250 to ensure a comprehensive analysis of the full FTSE-listed web presence. Other brands in the top ten included GlaxoSmithKline, Unilever and Coca-Cola HBC.
Roeland van der Heiden, Digital Director at AstraZeneca, said: “We are delighted to be recognised as having the best FTSE 100 corporate website. We worked hard to create a category leading web presence that highlights our commitment to groundbreaking science. So we are glad this valuable research has recognised this and we are pleased our sector were the surprise leaders in this research”.
Julian Cross, Creative Director at DigitasLBi, added: “We partnered with AstraZeneca to create an engaging experience that would change perceptions of their brand, focussing on showcasing the stories that proved AstraZeneca were different from other pharma companies. We’re thrilled that our approach has been rewarded with this fantastic accolade.”