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 .)