Operating globally in a highly regulated market, the need for Novo Nordisk employees to work seamlessly together, is vital to success. G-MAX - a corporate academy dedicated to advancing marketing excellence, had developed a two-day training programme introducing global marketers to the Novo Nordisk marketing process. Wanting to deliver training with impact, the G-MAX team embarked on a mission to develop an immersive workshop experience optimizing learning outcomes.

Welcome to Titania! A fictitious country at the heart of the workshop. Representing local brand teams participants had to immerse themselves in Titania and develop strategies for how to market two imaginary products. Following a narrative journey with T1NEWS, Titanias public broadcaster, as the main narrator, participants worked collectively to overcome the countries diabetes challenge.

Participant review have been extraordinary and future workshops are fully booked. The Titania workshop has set a new standard for marketing training at Novo Nordisk.

Prior to attending the workshop, delegates received a case-pack introducing them to the concept of Titania. Upon arrival the workshop was kicked off by an official promotional video from the Titania Tourist board, carrying important information relevant for the actual exercises. The workshop space was fully branded with flags, banners, posters and an interactive photo wall. Working in teams delegates set out to develop insights and create a marketing strategy for how to engage with Titanias health care professionals. Serving as a narrative anchor, Titanias news station T1-NEWS, was featuring regular updates and breaking news, delivering valuable information that was directly applicable in the workshop exercises.

Surrounding the entire experience was a consciously designed space for collective learning and reflection. Working with deliberate ‘interruptive’ elements like café-processes, breaking news segments and SMS directions, the workshop ensured ongoing collective reflection and best practice sharing amongst delegates.

To date, more than 1000 global marketers have been participating in the G-MAX workshop. The concept has been immensely popular - particularly in developing regions who deal with big turnover of staff and rapid organizational growth. As a result the workshop program has travelled, visiting regions in need. Most recently a dedicated workshop was held in India supporting the Indian affiliate with raising marketing skill and expertise.

Outside the Novo Nordisk organization the program has also attracted attention. Nader Tavassoli, a leading London Business School Marketing Professor, has described the G-MAX workshop as one of the most ambitious corporate learning programs he has ever seen. One that truly celebrates Confucius’ mantra of: “I hear and I forget. I see and I remember. I do and I understand.”