BRAZIL – GSK Consumer Healthcare (CH), a business unit focused on non-prescription health products and medicines from GSK Brazil, has chosen Publicis Groupe as its new strategic partner in Brazil.
At such a significant time when brands are becoming more digital, GSK CH reconsidered its entire global strategy and in Brazil, which has become a critical country in the growth of the global organization, rethinking strategic plans, prioritized brands and agency models.
Publicis Groupe will implement a dedicated unit in the country, aligned with the way it works in other markets including Europe, United States and in other countries of Latin America. The partnership starts after a five-month pitch process involving five players. With a focus on accelerating the company’s digital transformation, PlatformGSK will be responsible for all communication of brands Advil, ENO, Corega, Sensodyne and Sonrisal brands.
PlatformGSK Brazil will also be able to import the best practices used by the client service unit in other markets, increasing the gain in customization at scale and contributing to the constant improvement of processes. It will use tools such as PeopleCloud, a platform that combines behavioral and semantic analysis to support decision-making regarding media, creation, activation and measurement.
“Publicis Groupe´s work proposal responds perfectly to the challenges we see for our business in this moment we are going through and in the future. The implementation of an exclusive unit for GSK will offer us agile and direct access to different capabilities in which the group is a reference, such as data insights, media planning and purchase, creativity, technology and performance ”, explained GSK Consumer Healthcare Marketing Director in Brazil Renato Camera.
