GSK were struggling to gain traction with their biggest Asthma drug, Advair. It had always been challenging to get patients and doctors to have a proper conversation about better treatment. Something had to change.


our approach.

Global ethnographic research enabled us to see a very different asthma sufferer to the one that GSK described to us. The real sufferer was the partner, parent or child of that person who had the burden of worrying about their loved one. The insight of “one asthmatic many sufferers” drove a raft of activity including making a self-diagnosis asthma test freely available to competitors and charities.



A staggering $1 billion growth of brand sales in 3 years. Today the brand is worth $8 billion. All driven from one unifying insight.

back to work