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...
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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.
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Bray Leino
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