By recruiting and managing the Digital expertise in my organisation, Search became a main asset of digital activation for GSK Consumer Healthcare which led into a close strategic cooperation with Google, mainly driven by Germany, beside UK and the US.
GSK brand-advertising is very successful with video commercials and in recent years it became crucial to identify and develop an integral planning-, booking- and performance- approach for integrated exposure in key target audiences across linear tv broadcasting and digital video streaming. In most Continental-Europe Media Markets until present we are still facing defragmented measurements and huge challenges for harmonized but robust convergent KPI’s in this area, due to delayed progress in digital TV broadcasting. Built on my expertise to identify sound and measurable solutions in collaboration with our Media Agencies I was asked by the German Advertiser’s association OWM to provide a synopsis across the top 6 Media agencies in Germany to understand methodologies, tools and systems used for holistic video media planning and performance, published in September 2016.
However, regarding the holistic picture of a digital strategy across all assets many organisations struggle with huge cultural, infrastructural barriers and lack of knowledge. As of 2013 I was leading project teams to translate and implement globally generated Digital Acceleration programs to be cascaded into regional and local implementation. The General Management trust on my innovative, open minded leadership to drive an on-going learning- and reverse-mentoring culture across boundaries in order to overcome barriers and reluctance against disruption, compliance risks and failures and to drive an integrated approach of consumer activation. Especially in the FMCG-focused German market we succeeded to break down significant reluctance in Marketing-Teams who tend to focus on linear TV broadcasting for fast push effects. We created a more open minded culture for scaled coverage approaches and holistic, consumer centric brand building across analogue and digital activities.