Why moving media planning in-house made sense for GSK

GSK Consumer Healthcare, the pharma company, has shifted its media model to reflect changing marketplace realities.

The good news, according to Scott Grenz, vp/global head of media at GSK Consumer Healthcare: “The visibility the media gets within the organization has really ratcheted up over the course of the last couple of years.”

The bad news: “We're a consumer-healthcare company and, obviously, we're not masters of data. So, we need to help build up our confidence for our data so that we can leverage it, go to market, and try to get growth.”

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