GSK leads with data-led content and e-commerce during COVID-19

GlaxoSmithKline (GSK), the consumer healthcare company, took a multifaceted approach to its COVID-19 response strategy, covering everything from content to media and e-commerce.

Much like every other brand in 2020, GlaxoSmithKline (GSK) – the consumer healthcare company – had its business completely upended by the COVID-19 pandemic, and was forced to reshape its marketing approach.

“As we came into the year, we had a clear prioritisation for how exactly we were going to deploy our plans. Then, of course, this pandemic hit. It's a health pandemic, and that's the sector that we're in. We decided to course-correct and shift in a n, an event held by Cannes Lions, WARC's sister company. (A full video of her interview is available .) 

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