Haleon, a leader in consumer healthcare, has chosen Vistar Media as its preferred partner for programmatic out-of-home (OOH) advertising across all major markets. This significant move will see Vistar Media collaborating with Haleon’s media agency, Publicis, to promote Haleon’s OOH ad campaigns globally using Vistar’s demand-side platform. Brook Minto, Haleon’s Global Investment Director, highlighted that this partnership aligns with the company’s mission to connect with consumers while keeping a strong focus on sustainability. Ben Baker, Vistar’s Managing Director for the APAC region, expressed his excitement about the collaboration, emphasizing its potential to enhance the impact of Haleon’s well-known brands, such as Panadol and Voltaren.
In addition to this new partnership with Vistar, Haleon has been expanding its relationships with other agencies throughout 2024. Over the summer, the company appointed Merkle, a Dentsu subsidiary, as its lead customer relationship management agency. This appointment expanded the existing relationship between Haleon and Dentsu, which already supported digital and social advertising for some of Haleon’s key brands, including Tums, Preparation H, Nexium 24HR, and Emergen-C. Earlier in the year, Haleon had also named Collectively as its primary U.S. influencer marketing partner for its over-the-counter and wellness brands. These strategic moves indicate Haleon’s commitment to strengthening its marketing capabilities and enhancing customer engagement across various channels.
New Partnerships and Collaborations
Haleon’s decision to partner with Vistar Media is part of a broader effort to boost its advertising reach and effectiveness. By leveraging Vistar’s demand-side platform, Haleon aims to create more dynamic and targeted OOH campaigns that resonate with diverse consumer demographics. This partnership is expected to provide Haleon with advanced data insights and innovative advertising solutions, ultimately helping the company to better connect with its audience in high-traffic, impactful locations. The collaboration underscores the importance of programmatic advertising in modern marketing strategies, especially in a competitive landscape where consumers are bombarded with numerous messages daily.
Simultaneously, the expanded relationship with Merkle allows Haleon to take its customer relationship management efforts to the next level. With Merkle at the helm, Haleon can streamline its CRM initiatives, ensuring that customer interactions are personalized and effective. This strategic move reflects Haleon’s understanding that customer retention and satisfaction are crucial in the competitive healthcare market. By enhancing its CRM capabilities, Haleon can better understand consumer behaviors and preferences, enabling the company to deliver more relevant and timely communications. This approach not only strengthens customer loyalty but also drives long-term business growth.
Inclusivity in Advertising
Recognizing the importance of inclusivity, Haleon has launched a new tool designed to ensure its advertising campaigns are more inclusive and representative of diverse audiences. This tool will help Haleon and its partners create content that reflects a wide range of perspectives, backgrounds, and experiences. By prioritizing inclusivity in its advertising strategies, Haleon aims to build stronger connections with its diverse consumer base, fostering a more inclusive and equitable marketplace. This initiative underscores Haleon’s commitment to not only enhancing its market reach but also promoting social responsibility and inclusivity in all aspects of its operations.
