GlaxoSmithKline, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Based in the United Kingdom with U.S. headquarters in Philadelphia, PA, GSK focuses on six major areas: Asthma, Diabetes, Digestive Conditions, Infections, Mental Health, and Virus Control. Pharmaceuticals, consumer healthcare products, vaccines, and drug therapies are manufactured in worldwide locations. GSK has undertaken research and development for cures to the World Health Organization's three "priority" diseases: HIV/AIDS, malaria, and tuberculosis.
|Main Telephone||(919) 483-2100|
GlaxoSmithKline, Inc. ContactsContacts (5/71)
|Lauren H.||Field Vice President, Sales||NC|
Sample of Associated Brands
|Marc S.||Global Chief Digital Officer||NJ|
|Deirdre C.||President - North American Pharmaceuticals||PA|
|Colin M.||President, North America Consumer Healthcare||PA|
|Emma W.||Chief Executive Officer - GSK Consumer Healthcare||PA|
|Breathe Right Nasal Strips||********|
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Campaign Imminent: Excedrin gets new lead shop, GSK consolidates creative, digital
Subject: TV, online, digital, video
Company: Novartis brands include Gas-X, Prevacid and Theraflu.
Opportunity: After consolidating media at Omnicom's reportedly narrowed its global agency roster to nine shops: Grey (advertising), Saatchi & Saatchi (advertising), Weber Shandwick (advertising, digital, content and PR), WPP Digital (digital), Edelman (content and PR), Geomertry (shopper marketing), Ogilvy Commonhealth (expert marketing) and McCann Health (expert marketing).
All of these agencies already worked with the pharma giant, but their scopes have been expanded. For example, Excedrin and will oversee advertising, digital, content and PR. Also, Havas had not worked on digital before.
Sellers - this consolidation was about driving efficiency, so digital ROI should certainly continue to be top-of-mind. Focus particularly on Excedrin, since new campaign dollars should be available ahead of the first half of the year, traditionally the brand's top advertising period, according to Kantar Media.
Excedrin Media Spend: Spent $28.5 million on measured media last year, up 17% from $24.3 million in 2014. Broadcast, led by cable TV buys, has made up at least 94% of Excedrin's ad budget since 2014, according to Kantar Media.
The small remainder mostly supports display and search.
Excedrin TV Breakdown: Since January, $15.4 million has gone to national TV ads (see targeting right), up from $10.7 million during the same period in 2014, iSpot.tv reports.
Excedrin Digital Breakdown: Since January, the brand's relatively tiny display presence has featured banners and high impact ads placed 65% site direct versus programmatic. There has been no mobile ads and two videos ran on two sites: reuters.com and eldeforma.com, Moat reports.
Desktop is mostly targeting health/fitness publishers, led by webmd.com. Other top sites include rightdiagnosis.com, sheknows.com, healthgrades.com, medicinenet.com, healthconducive.com and rxlist.com.
GSK Consumer Healthcare
200 Kimball Dr.
Parsippany, NJ 07054
Senior Brand Manager - Excedrin & US Pain Business