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Case Study

This case study shows how Sensodyne, the GSK-owned toothpaste brand, launched a new premium range of dental care products by communicating seven product benefits, increasing global share to 9.4%.

Article

This article describes the significant long-term opportunities for business development in Africa by exploring its trends and unique cultural and consumer context.

Case Study

This case study demonstrates how an office design for GlaxoSmithKline Consumer Healthcare (GSK CH), a division of the pharmaceutical company, improved performance, awareness of the company's vision and brands, and staff pride among employees in the UK.

Article

This paper provides an overview of the global medicinal and botanical products industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the pharmaceutical preparations industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.

Article

This paper provides an overview of the global pharmaceuticals industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.

Article

This paper provides an overview of the super drugs industry, primarily in the United States. It covers the increased research and investment into combatting the threat of pandemics, drug-resistant viruses (e.g.

Article

This paper provides an overview of the smoking cessation products and services industry, primarily in the United States.

Research Paper

The authors find that appeals for charity that evoke personal nostalgia will have an effect on the charitable-donation intentions of consumers.

Case Study

Glaxo SmithKline's sports drink brand Lucozade Sport - launched in the Irish Republic in 1995 - wanted to be able to withstand competition from international brands such as Powerade and Gatorade without overshadowing another one of its offerings, Lucozade Energy.

Research Paper

Creating change in today’s marketplace is a challenge in any category, with rising clutter levels and tuned-out consumers.

Case Study

NicoDerm CQ, a sticky patch that adhered to the skin and delivered a steady flow of nicotine to help ease the physical withdrawal symptoms associated with quitting smoking, was introduced by its manufacturer, the pharmaceutical company SmithKline Beecham, as a prescription drug in 1991.

Case Study

In 1999 Paxil, manufactured by SmithKline Beecham (now GlaxoSmithKline plc), was third among the pharmaceutical industry's best-selling SSRIs, a class of drugs then used primarily to treat depression and anxiety-related maladies.

Case Study

With a budget estimated at $20 million and a campaign overseen by J. Walter Thompson USA of New York, the Warner-Lambert Company in mid-1998 launched a series of television spots for its Rolaids brand antacid tablets.

Research Paper

Although viral marketing has garnered a great deal of attention in the trade press, almost nothing is known about the motivations, attitudes, and behaviors of the people (those sending the email to others) that constitute the essential component of any such strategy.

Research Paper

The pharmaceutical industry follows a model where product brands stand alone and the company is not strongly linked to any specific prescription brand.

Article

Ian Johnson outlines the growth of game playing on interactive TV. He differentiates between hardened gamers who use Play-Station type games and those who play on iTV whom he defines as playing simple addictive games such as Tetris as well as quiz and bingo-style games.

Article

This wide ranging paper reviews the Japanese economy over the past two years. It shows advertising expenditure decreasing compared with the previous year.

Case Study

The case describes a campaing that sought to make Nicorette the number one NRT brand by end of 2001, as measured by sales/market share and brand/advertising KPIs.

Article

Brands are hugely valuable strategic and financial assets, yet the City and the controlling boards of UK plcs are not entirely convinced of the power of strong brands, argues the author.

News

Anglo-American pharmaceutical colossus GlaxoSmithKline has switched all its business out of Ogilvy & Mather’s New York office, terminating a long-time relationship between the shop and its former client Glaxo Welcome.

News

GlaxoSmithKline served notice yesterday on its global creative agency roster that it will unilaterally introduce a performance-related payment scheme.

Article

Mergers are messy in the best of circumstances. Well designed communications can help to give the process logic and direction to ease the bedding down period.

Article

When companies embark on a merger or acquisition, they will almost certainly have carried out sophisticated due diligence on the financial framework of the companies in their sites.

News

Triangle Communications, Britain’s largest and longest surviving independent marketing agency, has finally surrendered its freedom to the last in a long line of swains plighting their troth from beneath its balcony during the past twenty-six years.