Tag and Publicis launch dedicated GSK content studio in Shanghai

Tag is pleased to announce the opening of the new CaST Studio, created in partnership with Publicis for GSK China. CaST (Creative at Scale Team) represents the next step in the reinvention of GSK’s end-to-end marketing ecosystem, with Tag and Publicis closely working with the brand to produce and amplify campaign content that is more relevant, more tailored and more personal, to drive better customer and brand experiences.

Following the successful launch of the CaST Studio model in the US earlier this year, Shanghai represented the ideal marketplace for its first expansion into Asia. As the world’s most digitally advanced market, the studio has been purpose-built to help GSK deliver the next generation of content with specialist spaces for editing, voiceover, livestreaming and photography. The studio team also have access to advanced data analysis tools to optimise marketing campaigns in real-time, further enabling GSK to have the tools needed to react swiftly in a constantly changing market.

The CaST Studio team is comprised of creative experts and account managers from both Tag and Publicis, creating one fully integrated agency team and removing friction from the traditional agency-client working relationship to deliver greater impact, efficiency and effectiveness.

The launch of the Shanghai CaST studio follows GSK’s appointment of Tag and Publicis globally to reinvent the brand’s 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.

Toby Codrington, CEO – APAC, comments “The launch of the CaST Studio in Shanghai is a real testament to our commitment to best-in-class content development and our willingness to find new ways of working to drive better results for our clients. Through this solution, we can work alongside Publicis and GSK in a truly collaborative manner, creating content that works harder to drive real business results. We’re excited to work with GSK to drive industry-leading campaigns in one of the world’s most exciting consumer markets, while also aiming to expand our capabilities throughout the rest of the region. I’m looking forward to bringing this expertise to other areas of our business and continuing to create best in class content for clients across all sectors.”