阳狮集团携手葛兰素史克消费保健品共建创意数字生态解决方案

未知 2021-09-01 22:13

2021年9月1日，上海 —— 近日，在阳狮集团葛兰素史克消费保健品专属服务团队（Platform GSK ）的推动下，阳狮集团跨媒介制作公司Prodigious携手葛兰素史克消费保健品共建创意数字生态解决方案CaST (Creative at Scale Team)，该解决方案致力于连接创意、制作、媒体、数据、电商各个环节，打通客户方的数据壁垒，重塑端到端营销生态系统，以数据驱动不断推进营销创新，赋能客户的数字化转型。

作为全球领先的消费保健品业务之一，面对纷繁复杂的媒体及电商环境，葛兰素史克消费保健品对创意作品的需求不断提升，亟需品牌传播代理公司为其提供符合品牌调性的定制化、批量性创意内容。阳狮集团为其量身定制整合创新的一站式解决方案，智能化迅速响应品牌传播需求。该创意数字生态解决方案CaST由葛兰素史克消费保健品投资并深度参与，由阳狮集团提供创意、制作、媒体、数据等支持，并由全球创意制作合作伙伴 Tag提供大批量的创意作品后期加工处理。量身定制的专属服务团队，兼具资源和人员的最优配置。

在CaST团队中，Prodigious为葛兰素史克消费保健品提供专属的数据分析专家和数据工程师，依托Prodigious强大的数据人才网络，覆盖客户的各品类和品牌，实现全球化、跨品类的联动。作为连接客户内外部的桥梁，数据分析师会参与到创意制作的整个过程中，收集和挖掘来自媒体、电商、消费者、客户等不同源的一手/二手/三手信息和数据，将其进行整合梳理，通过深入的分析洞察，不断提升和优化创意制作效果，确保整体决策的周密性。

CaST团队也兼备了私域数据积累和品牌资产的使命。创意数据库的建立可以直观地看到每个创意素材的表现及其优化空间，使创意效果的评估标准变得更加成熟，媒体投放策略有了可靠的指导意见，真正实现数据赋能，智能优化产出。

创意数据库

同时，配合建造在客户办公室的CaST演播室（Onsite Studio）的顺利启用，坐拥先进的数字技术，配备编辑、配音、直播和摄影等多种专用空间，专为协助葛兰素史克消费保健品提供全新内容而打造，实时优化营销活动，支持客户在不断变化的市场中迅速反应。创意数字生态解决方案CaST改变并提升了创意制作和内容产出的速度和响应能力，可将创意制作周期提高60%-70%，高效高质地交付创意作品。在演播室中，CaST团队还设立了数据墙，由9块LED大屏幕组成的数据区域，支持不同的数据源同时接入，实现数据可视化，便于快速做调整或决策时能纵观全局。辅以阳狮集团上海拍摄中心 (Offsite Hub)，可以满足客户较复杂或高规格的制作需求，如拍摄明星艺人、户外场景、规模宏大的制作等，都可调用最优资源，对速度和质量进行更好把控。

CaST演播室：拍摄、直播、配音、剪辑加工

CaST演播室

葛兰素史克消费保健品中国大陆及香港地区总经理顾海英Susan Gu (左)
葛兰素史克消费保健品中国区战略及规划负责人Gijs Sanders (右)

葛兰素史克消费保健品中国大陆及香港地区总经理顾海英（Susan Gu）表示：“创意数字生态解决方案CaST是一个全新的市场营销工具，我们可以称它为小而美的创作工坊，可以看到它有很完备的服务体系、高效创作系统和后期制作能力，这将能够改变我们对于市场营销的固有认识，打破常规，进而为葛兰素史克创造更多价值。”

葛兰素史克消费保健品中国区战略及规划负责人Gijs Sanders表示：“我们希望通过CaST这一全新的生态系统，快速反应市场营销的内容需求，聚焦内容的实时性。通过灵活及时的现场响应、实时数据的监测和学习，以及端到端全方位的互动沟通，进一步协助我们的市场营销方案更快速有效地达成。”

阳狮集团旗下跨媒介制作公司Prodigious中国董事总经理黄丽珈（Jasmine Huang）表示：“创意数字生态解决方案CaST是领先现有创意制作市场的一项创举, 我们的创意执行不再仅仅是一个制作工厂，而是结合阳狮媒体一起推动数据赋能的数字化转型，这将为葛兰素史克消费保健品的品牌增长创造新动力，推进其在中国市场的营销发展。”

阳狮集团旗下实力媒体和精锐媒体中国首席执行官朱京华 (Vivian Zhu) 表示：“作为葛兰素史克消费保健品/辉瑞客户的 ‘一个阳狮（Power of One）’ 战略执行人，我们非常高兴能够参与并促成此次创意数字生态解决方案的成功建立。我们打通了阳狮集团内部的各个功能模块，期待通过与客户的深度合作，实现从前端到后端整个生态链的高效管理，为客户带来新的增长机会。”

阳狮集团葛兰素史克消费保健品专属服务团队（Platform GSK ）、CaST团队与葛兰素史克管理层

创意数字生态解决方案CaST的正式推出，正是阳狮集团葛兰素史克消费保健品专属服务团队（Platform GSK ）在“一个阳狮（Power of One）”的指引下，真正生态赋能的体现，助力客户全方位整合数据资源，持续评估与监测品牌表现，不断优化品牌营销体验，驱动端到端数字化转型，赋能营销创新。

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关于阳狮集团
阳狮集团（巴黎欧洲证券交易所上市企业，股票代码FR0000130577, CAC 40指数成分股）是传播行业的全球领导者之一。阳狮集团的业务贯穿整个传播价值链的各个环节，从顾问咨询到实操执行、融合营销转型与数字业务转型。阳狮集团是客户大规模提升个性化传播触达的首选合作伙伴。集团在品牌传播、媒介、数据和营销科技4大主要领域中集成了10大业务专长。通过一个统一而灵活的组织机构的有效推进，客户们可以便捷地运用阳狮集团在各个市场中的所有专业能力。阳狮集团在全球100多个国家和地区拥有约83,000名专业人士。

媒体联系人：
张秉娴
stella.zhang@publicisgroupe.net
+86 21 6133 8402

Publicis Groupe Collaborates with GSK to
Build CaST Ecosystem as Creative Solution

X August 2021, Shanghai --- Driven by Publicis Groupe’s exclusive service team Platform GSK, Prodigious, the cross-media production powerhouse of Publicis Groupe, has collaborated with GSK to build a creative ecosystem solution named CaST (Creative at Scale Team). This solution is focusing on connecting different fields such as creative, production, media, data and ecommerce, to help the client break through data barriers, reshape their end-to-end marketing ecosystem, continue to promote data-driven marketing innovations, and empower their digital transformation.

GSK is one of the world’s leading pharmaceutical companies. As it faces the complex environment of media and e-commerce, GSK’s demand for creative works continually rises, and they are in need for partnership with a brand communications agency to provide them with massive amount of creative contents that are compatible with their branding. Publicis Groupe customized a comprehensive and innovative one-stop solution for GSK, providing intelligent and rapid solutions to meet communication needs. GSK has invested and actively participated in building CaST, while Publicis Groupe supported the team in creative content, production, media and data. Moreover, our global creative production partner Tag provided their services in post-production of creative works on a large scale. This customized and exclusive service team combines the advantages of having top resources and most talented personnel.

Prodigious provides GSK with exclusive data analysts and data engineers to join CaST. With the advantage of Prodigious’ strong network of data talents, the team can support all categories and different brands, realizing the linkage with globalization and cross-category business. Data analysts will serve as a bridge that connects the client’s internal and external contacts by participating in the whole process of creative production. They will work on collecting, mining and integrating firsthand, secondhand and thirdhand data from several resources including media, ecommerce, consumers and the client. Data analysts will use in-depth analysis and insights to optimize creative production, to ensure a comprehensive and detailed view in overall decision-making.

CaST is on a mission that combines accumulating industry data and improving brand equity. Building creative database can provide depictive insights on the performance of each creative material and how to further improve. This will create a more mature evaluation criteria of creatives and more reliable guidance for implementing media strategies. Additionally, building creative database will ensure data empowerment and smarter production.

Creative Database

Moreover, in order to ensure a smooth launch for CaST’s Onsite Studio in GSK office, Prodigious worked with Tag to prepare multiple dedicated spaces equipped with advanced digital technologies for editing, dubbing, live streaming and filming, all to help GSK create brand new content, optimize marketing activities and move swiftly in response to the ever-changing market. CaST improves the speed and responsiveness of creative production and content creation, and can speed up creative production cycle aroung 60-70%, delivering works efficiently and with high quality. In Onsite Studio, CaST set up a data wall made of nine LED screens. This data wall supports simultaneous access to different data resources, realizes data visualization and provides a panoramic view of the situation when adjusting or making decisions. Additionally, Prodigious Offsite Hub filming center in Shanghai supports to meet client’s needs for complex and high-standard production, including filming with celebrities, shooting in outdoor settings and large-scale production etc. It provides the best resources to have better management over production speed and quality.

CaST Studio for Filming, Live Streaming, Dubbing, Editing and Production

CaST Studio
Susan Gu, General Manager of GSK Greater China (left)
Gijs Sanders, Head of Strategy and Planning, GSK Greater China (right)

Susan Gu, General Manager of GSK Greater China, said, “CaST Ecosystem Model is a brand-new marketing model. This creative production model embraces the challenges of today’s marketing communication and creates benefits for GSK by providing an end-to-end solution for designing, creating, producing, executing, and measuring a significant part of our future communication with our consumers.”

Gijs Sanders, Head of Strategy and Planning of GSK Great China, said, “We expect to leverage this innovative ecosystem to quickly respond to the content needs of marketing and focus on the real-time nature of social content. It really brings our ‘Keep it Human’ culture to live. In the future our marketing campaign will benefit from on-site interaction, real-time data, test and learn approaches and end-to-end engagement, and it will further drive GSK's marketing plans to be more agile, more relevant and more effective.”

Jasmine Huang, China Managing Director of Prodigious, said, “CaST is a pioneering initiative which will lead the market of creative production. Our creative execution is no longer a mere production, it is worked with Publicis Media’s data-driven digital transformation. This will drive GSK brand growth and promote their development in China market.”

Vivian Zhu, CEO of Zenith and Spark Foundry China, said: “As the Power of One executive sponsor for GSK/Pfizer, I am thrilled to be part of the success of CaST. We have connected several cross-sector functional modules at Publicis Groupe, and through close cooperation with our client, we will be able to effectively manage the entire ecosystem, ultimately to attract new growth opportunities for our client.”

Publicis Groupe Platform GSK, CaST team and GSK management team

The official launch of CaST is under the leadership of Platform GSK, which is guided by Power of One approach. CaST embodies the empowerment of ecosystem, helping the client with completing integration of data resources, evaluating and monitoring brand performance and continuously optimizing marketing experience. Furthermore, CaST will support the client in end-to-end marketing transformation and innovation.

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About Publicis Groupe
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a global leader in communication. The Groupe is positioned at every step of the value chain, from consulting to execution, combining marketing transformation and digital business transformation. Publicis Groupe is a privileged partner in its clients’ transformation to enhance personalization at scale. The Groupe relies on ten expertise concentrated within four main activities: Communication, Media, Data and Technology. Through a unified and fluid organization, its clients have a facilitated access to all its expertise in every market. Present in over 100 countries, Publicis Groupe employs around 83,000 professionals.

Media Contact:
Stella Zhang
stella.zhang@publicisgroupe.net
+86 21 6133 8402

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