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

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands