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November 17, 2009

Healthcare giant goes live to launch brand strategy

A two-part event has been organised by GSK Nutritional Healthcare to introduce its 2010 brand plans to staff and business partners.

The first part of the event was a two-day commercial briefing for 250 delegates from GSK sales and brand teams.
The second element, the trade presentations, is an experiential installation enabling the brands to engage, educate and interact with business partners over a three-month period.

It is expected that buyers and other key contacts from more than 70 customers will interact with the experience.

“These events are a great example of how experiential techniques can be used to engage and educate both internal and business audiences,” said Nic Cooper, chief executive of experiential marketing agency Sledge, which is running the campaign.

GSK’s decision to take this innovative approach reflected its satisfaction with Sledge’s approach to this year’s sales conference.

“Following the success of our internal sales briefing event in May this year, we decided to re-appoint Sledge, as it showed an understanding of our briefs, the brands and the importance to deliver quality within budget,” said GSK’s Tim Pemberton.

“The agency has met our objectives – to communicate with our colleagues in an engaging and interactive way – and we are confident we can achieve this same high level of engagement with our business partners too.”

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