Exciting communications sparkle. They express an energy and drive, creating a sense of momentum, and of things happening. Often they snag our attention with an element of the unexpected. A surprise that intrigues and stimulates people to really want to engage with what we're saying.
They're visually exciting, with the power to create emotional exhilaration as well as an intellectual interest. They're individual, brave and bold.
We can get across this sense of excitement by putting the qualities that make working at Shire so exciting into our communications. We can mirror our pioneering side by approaching things differently or exploring themes of discovery. Or we can celebrate our achievements in terms of improving the quality of life for patients.
We can also create excitement by communicating in ways that others haven't thought of using. These might be new online media, but they could equally be other media channels like the TVs in our lobby areas, meeting rooms, even the walls of our office corridor.
EXCITING is not... Reckless, Superficial, Boastful, Domineering, Distracting.