GSK Consumer Healthcare

THE ASK

Taking GSK’s OTC business to #1 worldwide overnight.

GSK’s joint venture with Novartis’s over-the-counter (OTC) business moved each brand from positions #7 and #8 by revenue immediately to the global prime position as the largest OTC business in the world overnight.

The new venture—boasting a combined portfolio with category leading brands such as Sensodyne, Voltaren and Panadol—needed to step into a leadership mindset and act as the premier global fast moving consumer healthcare company they had become.

Our role was to onboard all new Novartis employees and reinvigorate the GSK team to unify together as one winning culture.

 

OUR STRATEGY & APPROACH

Together. Better. New.

Bringing the global team together under a unified culture required bringing the best of each company's values along on the journey. The foundation of the comms strategy was travel: the process of transporting yourself to new places and immersing in different cultures broadens horizons, and fit the transition perfectly.

Seeking common ground, both companies valued winning. This informed the Winning Formula, bringing the best in performance to a supportive and dynamic environment.

Paying off the travel theme, we literally invited each team member on the journey to the New GSK Consumer Healthcare company on launch day.

SERVICES

We implemented an internal campaign from GSK’s Winning Formula and forged a single culture platform that captured the new unified mission.

  • Developed a mobile-responsive intranet experience which helped employees understand the mission of the new company and excite them about the future

  • Campus signage and a handy pocket sized reference guide activated the new community of GSK Consumer Healthcare employees globally

  • Highlighted the people and products that make GSK Consumer Healthcare #1 in the world

  • Remained true to the established GSK global brand guidelines, to reinforce the importance of staying ‘on brand’ for all new employees coming from Novartis

Translated in 10 languages, including Mandarin and Arabic. 250+ pieces of artwork were delivered for production within 7 days.
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A global intranet was created for launch. Developed in-house, Titanium led the creative, content and UX of the site.
A printed pocket guide was a handy reference for each employee of the core tenets of the new culture.
GSK's and Novartis's category leading brands combined with their people was front and center in launch collateral.

RESULTS

GSK Consumer Healthcare created a winning culture, and continues to be a market leader.

 

10 languages

Translated and transcreated into regional cultures, including Arabic.

18 markets

Deployed across global regions simultaneously into all departments.

4.2% profit lift

2016 vs. 2015 results, with 20% global increase in revenue during the period.

“Consumer Healthcare sales were driven by our power brands which continued to outpace market growth.”

CEO, Emma Walmsley
GSK Annual Report 2017

 

 This project was developed in conjunction with Strativity Group.