As part of its ongoing mission to reach and represent diverse communities, GSK Consumer Healthcare has introduced a new internal market research project to source authentic and diverse insights.
Is personalisation still relevant, or even achievable, in a post-cookie world? Perhaps, if marketers are willing to lean in closer to consumers, suggests GSK’s Jerry Daykin.
Senior media director Jerry Daykin believes a successful digital transformation rests on six key components, all of which have been integral in the execution of GSK’s new strategy.
GSK’s global consumer health CMO says the introduction of its ‘Brands with Humanity’ positioning is already having an impact as it looks to close the gap between selling products and solving consumer problems.
TV is among the strongest media for landing effective advertising messages, argues analyst Peter Field – but “the god damn effective” channel remains undervalued compared to its nearest digital rivals considering the business outcomes it offers.
A few years ago purpose was seen as the solution to any brand problem. But now with even cheerleader-in-chief Unilever stepping back, where does purpose go next?
From a rise in brands positioning with competitors to B2B brand building going to the next level and women’s sport becoming ‘commercially sustainable’, 2023 has been a good year for shaking up the status quo.
In the latest episode of Marketing Week’s This Much I Learned podcast, ITV’s CMO Jane Stiller talks about what has changed for the better and worse in marketing since she started her career, marketing’s influence in businesses, and the mistakes that have helped shape her career.