Tag: Haleon

Singapore – Haleon has chosen Vistar Media as its preferred partner for programmatic OOH across all key markets. Through this partnership, Vistar will collaborate with Publicis, Haleon’s media agency, to power OOH campaigns worldwide—leveraging Vistar’s advanced technology to maximise impact and media efficiency.

Haleon’s decision to select Vistar as their preferred partner underscores the strategic importance of DOOH in their media strategy. By leveraging Vistar’s industry-leading demand-side platform (DSP), Haleon can execute data-driven, highly personalised DOOH campaigns at scale, ensuring their commitment to quality, transparency and sustainability is reflected in every market. 

This partnership marks a significant milestone in Haleon’s continued investment in premium, impactful media channels.

This collaboration reflects Haleon’s ongoing efforts to ensure greater control over its media investments, aligning with its quality media initiative. Vistar’s programmatic OOH capabilities, combined with Publicis’ global success, enable Haleon to deliver impactful campaigns while maintaining its sustainability goals. With OOH recognised as one of the most carbon-efficient media channels, this partnership supports Haleon’s drive to reduce the environmental footprint of its advertising efforts.

This partnership also allows Haleon to elevate their global media presence, ensuring their brands connect with consumers across a dynamic and premium OOH environment, powered by Vistar Media’s programmatic capabilities.

Brook Minto, global investment director of marketing edge at Haleon, said, “Haleon is always seeking the best ways to connect with consumers while staying true to our sustainability mission. Partnering with Vistar Media lets us push boundaries in digital out-of-home advertising, combining innovation with purpose. Their expertise and cutting-edge technology empower us to elevate the quality of our media investments globally, in a way that truly aligns with our values.”

Meanwhile, Ben Baker, managing director for APAC at Vistar Media, commented, “We’re incredibly proud to be selected as Haleon’s global partner for programmatic OOH. It’s exciting to see this partnership amplify the impact of iconic brands like Panadol and Voltaren, both essentials in our lives. At Vistar, we’re all about leveraging technology to connect brands with people in meaningful ways, at the right moment and in the right place. Working alongside Haleon and Publicis, we’re ready to deliver campaigns that are not only innovative but also resonate deeply with consumers across Southeast Asia and the globe.”

United Kingdom – Global consumer healthcare company Haleon has developed an AI-powered tool aimed at improving inclusivity and representation across its digital advertising content.

According to Haleon, its ‘Health Inclusivity Screener’ is the only data driven tool of its kind to analyse digital advertising content for both readability and inclusivity metrics. 

The tool assesses creative content for the criterias health literacy (how easy it is for consumers to understand and interpret Haleon’s healthcare messaging), accessibility (how accessible Haleon’s advertising is for people who have visual or hearing impairments), and representation (to allow Haleon to understand whether its casting choices are representative of all consumers).

Moreover, Haleon will use the new tool to enhance its digital advertising through greater accessibility, simpler messaging and content which better represents the diverse range of consumers it serves globally. 

It will also drive improved brand performance and ROI through campaigns which resonate more strongly with consumers, including those who are more vulnerable to exclusion – while supporting Haleon’s ambition to achieve greater health inclusivity for all.

Working with its Panadol pain relief brand, Haleon has piloted the tool in nine markets, including Australia, Colombia, Egypt, Malaysia, Saudia Arabia, South Africa, Sweden, UAE and UK. The company intends to extend the tool to other markets and global brands over time, allowing it to deliver more inclusive advertising at scale.

For this tool, Haleon has tapped CreativeX, a technology company that helps brands power their creative decisions with data. By using AI and machinelearning, CreativeX can extract creative data from individual assets, assessing the age, gender, skintone, and situation of individual characters. 

This data is combined with an AI application and analysed to provide data on message comprehension. All components are combined to create a user-friendly health inclusivity performance dashboard.

Tamara Rogers, chief marketing officer at Haleon, said, “While many brands have taken positive steps in inclusive advertising, we see a huge opportunity for Haleon to set the standard in the consumer health sector. We’ve already taken action to improve the accessibility of all our marketing assets, but we know that we can go further.”

She added, “Message comprehension has a key role to play in improving the performance of our campaigns and building greater health literacy, helping people take better care of their everyday health. This tool is truly unique in measuring this alongside other inclusivity metrics, allowing us to enhance our advertising to make sure it’s seen, heard, and understood by all consumers.”

Meanwhile, Anastasia Leng, founder and CEO at CreativeX, commented, “The launch of Haleon’s Health Inclusivity Screener sets a new standard for how brands can systematically improve inclusivity in their creative work through always-on measurement. This ushers in a new era for creative data, demonstrating its ability to help brands not only lift the floor of creative quality but raise the ceiling to creative excellence. Thank you to Haleon for being brave and curious enough to continuously push the boundaries of how data can enhance creative execution and effectiveness.”

Hong Kong – Bone and joint health supplement Caltrate has launched its latest campaign with internationally renowned dance group, Avantgardey, aimed at redefining joint health. The campaign was done alongside creative agency VML Hong Kong.

This multi-platform campaign is centred around the captivating energy of Avantgardey, and highlights the importance of healthy joints for everyday movements, from climbing stairs to performing intricate dance routines.

Moreover, the visually captivating video featuring Avantgardey’s signature style, seamlessly blends artistic expression with everyday activities, emphasising the crucial role healthy joints play in our lives. 

This creative approach aims to resonate with individuals experiencing joint discomfort, encouraging them to consider Caltrate UC-II Joint as a solution for restoring mobility and reclaiming an active lifestyle.

The comprehensive campaign extends beyond video, encompassing a robust digital and social media presence, high-impact in-train video takeovers across the Hong Kong MTR network, and interactive activations at partner stores. 

Kym Ma, group creative director at VML Hong Kong said: “Avantgardey’s iconic movements embody the incredible demands we place on our joints daily. By connecting their artistry with the science behind Caltrate UC-II Joint, we aim to spark a conversation about joint health and empower individuals to take control of their well-being.”

Sydney, Australia – Global adtech company PubMatic has announced the launch of a new collaborative approach to supply path optimisation (SPO) for global healthcare company, Haleon which owns healthcare brands such as Advil, Centrum, and Tums.

PubMatic has been selected by Haleon as a preferred supply partner to increase efficiency and streamline access to video, display, and connected TV (CTV) inventory globally, while also making media investments more sustainable. 

Moreover, PubMatic provides transparent bidding technology and actively supports Haleon brands including Advil, Centrum, and Tums through programmatic media buys, thus maximising efficiency and performance.

Since the launch of the original ISBA PwC study in 2020, Haleon has taken a proactive approach to improving supply path transparency. With this new partnership, Haleon benefits from direct access to inventory sources, maximising commercial efficiency, transparency, data-driven insights, and optimisation capabilities. 

In addition, by creating the most direct supply path, this SPO partnership enables the reduction of any carbon emissions related to Haleon’s media investments by directing it towards responsible media while decarbonizing the media supply chain.

Emma Newman, CRO for EMEA at PubMatic, said, “PubMatic is committed to promoting transparency, efficiency and responsible media across the digital advertising landscape, and SPO is a crucial component of achieving that objective. We’re thrilled to bring our SPO capabilities to Haleon, enabling them to make more informed, data-driven decisions about their programmatic ad spend and deliver better outcomes for Haleon’s brands.”

Meanwhile, Brook Minto, global investment director for marketing edge at Haleon Health, commented, “We are on a journey to optimize the quality of our media investments while reducing the carbon footprint of our media buying operations and driving effectiveness. Following initial tests, we identified opportunities to improve by working more closely with the sell-side. We selected PubMatic to remove undesirable inventory that is more than one hop away from the supply source.”

He added, “By creating a global marketplace that enables Haleon’s regional teams to work only with publishers that meet our inventory quality targets, we have been able to significantly increase our media impressions while improving the environmental footprint and effectiveness of our campaigns. This is only made possible because we are directly controlling our media supply chain through PubMatic.”