How GSK’s digital transformation enabled it to ditch ‘safe’ advertising

GSK has introduced a marketing capability programme as it looks to transform marketing at the business by defining a new model for brand building and rethinking “safe” advertising in the healthcare sector.
The programme, called Marketing IQ (or MIQ for short), aims to “reboot” the marketing skillset at GSK. It aims to upskill marketers on the GSK “philosophy on marketing” as well as marketing in a digital world, with the goal of ensuring its marketing functio