Marc Speichert – who joined GSK Consumer Healthcare as chief digital officer early last year – discussed this topic at the 2018 Cannes Lions International Festival of Creativity.
And he explained how the enterprise built “a marketing-services organisation that would help teach the [entire GSK] organisation about how we do marketing in the digital world.” (For more details, read WARC’s in-depth report: GSK’s formula for digital transformation.)
One component of this process involved pulling together marketing-related teams – including data, analytics and insight, media, content and PR, ecommerce and digital innovation – under Speichert’s leadership.
“We brought that all together and created an end-to-end marketing services function, starting with data, insights and analytics at the very core of it,” Speichert said.
“I think probably the biggest task and project over the last 12 months was to really make sure we were building up this team.”
Another core element of its strategy has involved forming powerful partnerships. This is shown by a tie-up with Google, the tech company, that extends through programmatic advertising and content marketing to innovation.
“Historically, we looked at Google very much as a media-centric partner. And what we’ve done over the last couple of months is to really redefine and blow up that relationship to be much more holistic,” Speichert said.
The appointment of a Digital Advisory Board – which features leading executives from multiple companies – has let GSK draw on a deep well of individual know how, too.
Each of these external experts – such as Dana Anderson, chief transformation officer at MediaLink, and Shelly Palmer, CEO of The Palmer Group – is paired up with a senior executive from GSK.
And the main task of the Advisory Board members is to “really challenge them and question them in terms of their longer-term strategy and how they are reinventing their own function”, not in the next few months, but over the next few years.
“This has been an incredible enabler to really help us think more in terms of the future and also take that transformation beyond marketing to the entire enterprise,” Speichert said.
Sourced from WARC