Six Ps of digital transformation from GSK Consumer Healthcare

Over three years, GSK Consumer Healthcare has doubled the proportion of the media budget it spends on digital – but that’s only a window into what its digital transformation has entailed.

Three years ago GSK Consumer Healthcare was spending 20% of its media budget on digital. Thanks to the efforts of senior media director EMEA Jerry Daykin, that figure is now 40%. 

That’s no real measure of how digital a company is, he acknowledged...

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