Following its merger with Novartis, GSK needed a more consistent and consumer-centric approach to building its brands. Our marketing capability programme empowered their people to make this a reality.
We shifted the focus of GSK’s marketing capability programme from being product-centric to consumer-centric and created a whole new learning experience designed to help marketers understand and map the consumer experience.
This new capability programme has improved marketing effectiveness, clarified roles (between global, area and local) and reduced the inefficiencies that come with merging the marketing operations of two global players.
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