GSK Consumer Healthcare announced today that it has formed a global partnership with Publicis Production and Tag that will reinvent its end-to-end marketing ecosystem by closing the loop between content investment and performance, employing a single technology platform that connects the entire workflow, and deepening the collaboration between brand marketing teams and production partners via on-site studios.
The partnership is the next step in GSK Consumer Healthcare’s marketing transformation and will help the company realise its vision of creating a globally-scalable production capability that enables global, regional and local teams to deliver marketing content faster. A key focus of this new model is to better leverage data to optimise against content effectiveness and not just efficiencies.
To support this ambition, GSK is also investing heavily in the development of performance marketing capabilities across on-site studios, regional hubs, and a global centre. The on-site studios, which will be responsible for supporting high-priority markets and responding to their content needs quickly, will be located in GSK Consumer Healthcare offices in key markets. The regional hubs, which will be primarily responsible for adapting global content, will be located in each region, and the global centre will be based in India, supporting all markets with high-quality assets in a cost-efficient manner.
GSK Consumer Healthcare will launch the US studios and global centre in 2020, followed by a phased rollout that brings the combined production and media capabilities to all global and regional centres.
Tamara Rogers, global chief marketing officer, GSK Consumer Healthcare, said: “What excites me about this partnership is the integration of media, data and production. By pairing media, data and world class production expertise from Publicis and Tag for GSK’s brands, we can deliver meaningful content that is more relevant, personalised and effective at the speed and scale that consumers demand—anywhere in the world—with greater efficiency”
Steve King, chief operating officer, Publicis Groupe, said: “GSK’s vision for this model is a pioneering one. They want to use the billions of audience data points we hold to produce better assets to grow their brands and business. And they want to do this at speed. Between Tag and Publicis Production, we have every type of specialism that they need to do exactly that. We are really proud to be jointly building this with them”
Andria Vidler, EMEA CEO, Tag, said “This was a unique and ambitious brief. We believe the solution we co-developed with Publicis Production, ITG and GSK is a reinvention of the traditional production model that will shape the industry moving forward.”
Meredith Herman, VP and head of GSK’s marketing EDGE said: “This is an incredibly important milestone for us, and we are excited to work with Publicis Production and Tag. The selection process was extensive, and we really benefited from a dialogue about our content challenges and vision. They understood our desire to connect media, content, data, analytics and technology, and to deliver for our consumers across our business.”