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...
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.
