GSW unveils new pan-European comms service
pharmafile | March 31, 2009 | News story | Medical Communications | GSW
GSW Worldwide, one of the biggest global healthcare advertising agencies has announced the launch of a new pan-European offering.
GSW is part of the larger Inventiv Health group, and established its presence in Germany in 2005 when agency Angela Liedler GmbH became an affiliate of the global group. GSW then bought a controlling interest in the agency in 2007.
This integration has now been completed with the renaming of the Angela Liedler offices in Freiburg and Munich, which will now operate as GSW Europe.
"GSW Europe is 100% dedicated to healthcare communications in the European region," says Angela Liedler, managing director of GSW Europe.
"We can offer healthcare companies an unmatched depth of understanding of the key issues in an ever-changing market. GSW Europe's focus is unique because unlike other agencies who work on healthcare accounts as part of their overall business, our agency is completely dedicated to healthcare.
By partnering with us, companies can take advantage of the best talents and services available in healthcare communication."
GSW Europe is part of the global GSW Worldwide advertising network and has launched a new website www.gsw-europe.com and campaign to promote its new offering.
The campaign – 'Refreshingly Different: 100 % Healthcare' – underlines the agency's positioning as a new kind of comms agency which is 100 % dedicated to healthcare in Europe. The new website outlines the agency's services and showcases GSW Europe's pedigree in creativity and interactive capabilities.
A new advertising campaign reflects the agency's focus on the pharmaceutical and OTC sectors, and is being run in regional and local marketing journals and e-zines aimed at pharmaceutical marketers.
Restructuring
Pharma companies are now steadily consolidating and regionalising their European marketing organisations and GSW's reorganisation has to a large extent been a response to this change. Its rebranding aims to demonstrate that it can offer a broad range of services across the region.
US headquartered GSW is a fairly recent newcomer to global marketing and has grown through the acquisition of established companies, like Junction 11 in London and Angela Liedler in Germany.
"The growth represents the transition of the GSW brand to ensure a robust presence across Europe," says Stephen Wheatley, managing director of GSW UK.
Wheatley says that one of the strengths of the GSW brand is that each of the agencies it has acquired are very familiar with their own market and regulatory environment.
He says GSW Europe is well prepared for its new remit as umbrella agency for the continent.
"We already have a very collaborative and co-operative network of agencies in Europe. We work as one agency rather than separate agencies covering a patch, and regularly work together on projects," he said.
He says the economic downturn has not been a factor in the restructuring.
"Although there are difficulties in pharma, in our case this reorganisation has had very little to do with the credit crunch. The market remains buoyant," he says.
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