Over the past three years, pharmaceutical multinational GSK Consumer Healthcare has been on a mission to overhaul its approach to digital marketing. Overseeing the transformation in Europe, the Middle East and Africa (EMEA) has been senior media director Jerry Daykin, who joined the business in early 2019.
The pharmaceutical multinational says it is “thrilled” at the appointment of Peel, who joins after seven years with the sportswear giant.
The best way of measuring digital marketing’s brand impact is to use “old school” methods such as econometric analysis, brand lift studies and customer research, according to Jerry Daykin.
GSK is training marketers across its brands to ensure they are asking important questions about diversity and how to produce inclusive marketing.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From marketing funnels to the search for talent, it’s been a busy week. Here is my take.
Marketers might need to rethink how they talk about funnels with the wider organisation if they are to gain the most traction.
Marketers are often preoccupied with practical challenges, but also need to address questions of vision that start with ‘why?’ and ‘what if?’.
According to McDonald’s CEO Chris Kempcziski, the fast food chain’s global loyalty scheme has been the “single biggest driver of digital adoption” and is on its way to becoming the world’s largest loyalty programme.