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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Scott Grenz, vp/global head of media, GSK Consumer Healthcare

As a critical part of that task, Grenz continued, brand stewards need to master third-party data while still maintaining consumer trust. “For me,” he told delegates at the 4A’s (American Association of Advertising Agencies) Decisions 20/20 conference, “it's really less about media.