GSK leads with data-led content and e-commerce during COVID-19

GlaxoSmithKline (GSK), the consumer healthcare company, took a multifaceted approach to its COVID-19 response strategy, covering everything from content to media and e-commerce.

Much like every other brand in 2020, GlaxoSmithKline (GSK) – the consumer healthcare company – had its business completely upended by the COVID-19 pandemic, and was forced to reshape its marketing approach.

“As we came into the year, we had a clear prioritisation for how exactly we were going to deploy our plans. Then, of course, this pandemic hit. It's a health pandemic, and that's the sector that we're in. We decided to course-correct and shift in a n, an event held by Cannes Lions, WARC's sister company. (A full video of her interview is available .) 

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands