GSK Consumer Healthcare selected Publicis Production and Tag as its global production partners, tasking them with creating a platform to bridge the gap between between content investment and production.
Publicis Groupe has handled global media buying and planning for GSK since 2018, when the company consolidated its account with the holding company.
One key goal of the new partnership will be to better leverage data in service of optimizing content effectiveness, according to a statement.
“What excites me about this partnership is the integration of media, data and production,” GSK Consumer Healthcare CMO Tamara Rogers said in a statement. “By pairing media, data and world-class production expertise from Publicis and Tag for GSK’s brands, we can deliver meaningful content that is more relevant, personalized and effective at the speed and scale that consumers demand—anywhere in the world—with greater efficiency.”
GSK plans to roll out its U.S. studios and global center this year, followed by a phased introduction bringing its combined production and media capabilities to all of its global and regional centers.
In a statement, Publicis Groupe COO Steve King called GSK’s vision for the model “a pioneering one,” adding, “They want to use the billions of audience data points we hold to produce better assets to grow their brands and business. And they want to do this at speed. Between Tag and Publicis Production, we have every type of specialism that they need to do exactly that. We are really proud to be jointly building this with them.”