Modern Marketing

GSK and Accenture launch digital accelerator program for consumer brands in APAC


By Charlotte McEleny | Asia Editor

June 4, 2019 | 3 min read

GlaxoSmithKline (GSK) has launched a three-year digital transformation project with Accenture in APAC, designed to drive greater sales for its consumer healthcare brands.

The Asia Pacific Digital Accelerator project will see experts from Accenture placed into the GSK teams across a mix of APAC markets, with the objective to build digital capacity in internal teams, as well as find more agile ways of working.

Brands that will be a focus include Sensodyne, Panadol and Voltaren, and a core focus will be on looking at how e-commerce and omnichannel strategies can increase sales.


GSK partners with Accenture for three-year digital transformation project

Filippo Lanzi, region head of GSK Consumer Healthcare Asia Pacific, said: “Digital is changing the healthcare industry, not only because of eCommerce but in terms of the whole consumer journey, from the first interaction with a brand which could potentially meet their needs down to the final purchase and endorsement. At GSK Consumer Healthcare we’re committed to investing in our digital capabilities, to ensure our brands stay relevant and disruptive."

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"The Digital Accelerator will be valuable in helping us realise the full potential of digital within GSK Consumer Healthcare Asia Pacific, equipping our people with the cutting-edge skills and know-how to win in the digital space.”

According to GSK, this is one of several projects it has launched in order to build digital and analytics capabilities.

The business shifted its media buying and planning for all of its brands to Publicis Media last year, with the French holding group committing to a bespoke hub model called platformGSK.

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