Brand IQ is Abbott’s annual brand audit, which scales the entirety of the European market of additional agencies working for them.

As a long-term and trusted agency, we have been the main driver in testing other agencies documents – which we would look over and provide feedback on whether the material has passed or failed the brand audit. Working closely with Abbott’s brand team, we would mark specific documents provided directly by an agency against an internal ‘checklist’ that mirrors Abbott’s brand guidelines. This includes logo placements, prominent use of core colours, typography, use of campaign slogan lock-ups, correct use of imagery etc.

Once checked, we would then provide feedback to agencies directly and ask for a re-submission, allowing Abbott’s brand team to see improvements.