Supplier switch

Pharmaceutical giant manages little disruption with big supplier switch

PL Staff

A pharmaceutical giant wanted to explore opportunities for replacing one of its longstanding suppliers. Until 2018, it had been using the same two advertising agencies for 25 years, seeing it as a good way to keep costs down.

But the advertising world has changed a lot over those 25 years, with tremendous advancements in technology and the rise of social media. This increased transparency, though positive in many ways, has created new concerns around brand safety. With a new CPO in place, the company decided it was time for a change.

What did they do?

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