Six Ps of digital transformation from GSK Consumer Healthcare

Brian Carruthers

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 at the CMO Digital Summit Europe (October 2021), but it is, he suggested, a useful indicator of the scale of the change he was brought on board to make happen.

Shifts in media spending are just one part of the process of digital transformation. “We know that the world around us is changing, we know that the...

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