• WedgeWPP HAD GSK globally pre-2018 — there is a relationship history to revive at the TW market level even with Publicis as global incumbent
• WhyGSK consolidated global media (~$1.5B) with Publicis Media in Oct 2018 via bespoke 'platformGSK' unit — Publicis beat incumbents WPP/GroupM and Omnicom/PHD. This is a clean LOSS for WPP, not a win.
• Who ·

1. W1WPP HAD GSK globally pre-2018 — there is a relationship history to revive at the TW market level even with Publicis as global incumbent
2. W2Adult vaccine awareness (Shingrix, Arexvy, Bexsero) is the strongest TW consumer scope and benefits from local cultural insight Publicis global may not have
3. W3Disease-awareness unbranded TW campaigns (shingles, RSV, COPD) are typically open to local execution beyond global platformGSK
4. W4TW Pharmaceutical Affairs Act compliance + KOL physician network — local expertise wedge vs global-pushed creative
5. W5Caregiver/family-led decision insight for adult vaccination — uniquely Taiwan family-structure marketing
6. W6Note: probably a low-priority pitch target — Publicis lock is firm, TW Rx spend is mid

• GSK consolidated global media (~$1.5B) with Publicis Media in Oct 2018 via bespoke 'platformGSK' unit — Publicis beat incumbents WPP/GroupM and Omnicom/PHD. This is a clean LOSS for WPP, not a win.
• User brief said 'WPP since 2019' — that is INCORRECT per public record. Publicis has held global GSK media since 2018 (platformGSK announced October 2018, Fierce Pharma + AdWeek + MM+M coverage).
• Pre-2018, WPP/GroupM held the lion's share of GSK global media (since the 2013 consolidation alongside Omnicom/PHD US). So WPP HAS history with GSK but lost it.
• Post-2022 Haleon spin-off, GSK is now pure Rx + vaccines — consumer health budget (Sensodyne/Voltaren/Centrum/Panadol) moved with Haleon and is a separate AOR conversation.
• Publicis Health network (Saatchi Wellness, Digitas Health, Razorfish Health, Heartbeat, Langland) handles GSK Rx creative globally; Publicis Media handles planning/buying.
• TW Rx advertising is restricted to HCPs by Pharmaceutical Affairs Act — adult-vaccine and disease-awareness unbranded campaigns are the only meaningful consumer-facing scope.

• GSK Taiwan Country Marketing Lead (name not publicly confirmed)Country Medical / Marketing Director, GSK Taiwan

  since unknown

  GSK Taiwan organized around therapy areas: Specialty (HIV, Oncology, Respiratory/Nucala), General Medicines (Trelegy, Anoro for COPD), and Vaccines (Shingrix, Cervarix, Bexsero, Arexvy RSV). Reports into GSK Asia Pacific cluster. Consumer health (Sensodyne/Voltaren/Centrum/Panadol) was spun off to Haleon July 2022 — no longer a GSK Taiwan scope.

  Source ↗

Pure-play Rx + vaccines post-2022 Haleon spin-off. TW marketing is therapy-area-led, HCP-channel-heavy by regulation. Adult-vaccine portfolio (Shingrix, Arexvy, Bexsero) is the strongest consumer-facing growth surface. Disease-awareness unbranded campaigns (shingles, RSV, COPD) used to lift awareness without Rx DTC violations. Globally Publicis-locked since 2018.

• Shingrix shingles vaccine adult awareness2024 · Publicis Groupe (platformGSK) — global; local TW adaptation · Disease awareness / HCP + adult-50+ consumer

  Shingrix is GSK's growth flagship in vaccines; Taiwan adult-vaccination scope is the main consumer-facing surface area. TW supply has improved 2024 post-bioreactor expansion.

  Source ↗
• Arexvy RSV vaccine launch2024 · Publicis Health (platformGSK) · Launch / HCP-led

  Adult RSV vaccine — new category creator. Heavy HCP marketing in TW; some adult-consumer disease awareness.

  Source ↗
• Trelegy Ellipta COPD adherence2024 · Publicis Health · HCP + patient support

  Triple-therapy COPD inhaler; ongoing branded HCP work + patient adherence programs.

  Source ↗

Don't pitch against platformGSK / Publicis on the global Rx scope — that lock is firm and Publicis built a bespoke unit for it. Don't pitch consumer health — that's all moved to Haleon (a separate target). Focus on TW-local adult-vaccine awareness, TW HCP engagement programs, and TW caregiver-family campaigns where local cultural insight matters more than global platformGSK reach. Acknowledge Publicis incumbency.

• Pfizer Taiwan (Prevenar 20 — direct adult-vaccine competitor)
• MSD/Merck Taiwan (Gardasil HPV, Keytruda)
• Sanofi Taiwan (vaccines + Rx + Allegra)
• AstraZeneca Taiwan (respiratory — Symbicort vs Trelegy)
• Roche Taiwan (oncology, biologics)

• ? Current GSK Taiwan country director / marketing lead name
• ? Is there a TW-local agency executing tactical work beneath platformGSK (likely Starcom TW or Publicis Health TW)?
• ? What's the budget split between vaccines vs Rx in TW?
• ? Does TW have a separate vaccine consumer-awareness scope outside platformGSK?