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Campaign Imminent: ViiV Healthcare taps new AOR after losing CMO

ViiV Healthcare, which specializes in treating HIV. A campaign launch will likely follow, so sellers should get in touch soon to offer last-minute ad dollars.

This appointment closely follows a CMO departure; Katie Williams parted ways with GSK in July 2022 after having served as CMO for just over a year and a half. Of course, we will let you know when the company finds a replacement.

So far this year, Pathmatics shows that the Viiv brand has spent approximately $1.8m on digital ads, almost double the approximately $919.6k spent within the same 2021 timeframe. In 2021, the brand spent roughly $2.3m, down slightly (4%) from the roughly $2.4m spent in 2020. Viiv has earned ~188.9m digital impressions YTD via Facebook (40%), desktop video/YouTube (38%), desktop display (14%), mobile display (6%), Twitter (2%) and Instagram (2%) ads. 

This increase in digital spend, especially when paired with Viiv's reliance on paid social and YouTube ads, leads me to believe that the brand is primarily targeting Gen-Z and millennials. According to Kantar data, GSK also utilizes OOH, print and local broadcast. The Viiv brand holds planning conversations in Q4 and buying conversations in Q3.

Agency & martech readers - It sounds as though Havas will be Viiv's full-service AOR, which would make it unlikely that the brand will seek additional agency partners. View more vulnerable accounts here.