GSK: Where do cultural insights come from?

GlaxoSmithKline, a pharmaceutical company, combined anthropological thinking and ethnography to reveal a different slant on cultural insight, which has had a dramatic impact on GSK healthcare brands in India and China.

Campaign details

Brand: GlaxoSmithKline Agency: Ipsos Country: UK

Summary

This pioneering study combines anthropological thinking and good ethnographic practice to reveal a different slant on cultural insight - one which has had a dramatic impact on GSK h

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