Note: This talk took place in 2015.

In 2020 we have seen medical science be thrust into the spotlight more than ever before as COVID-19 accelerates the development of potential vaccines onto seemingly impossible timelines.

This week we're rolling back to a highly relevant talk from 2015 that explores life-changing creativity. The then CEO of GSK Consumer Healthcare Emma Walmsley took to the stage at Cannes Lions Health to explain how vital brand-love is essential for the growth and sustained success of a business.

Last week we heard about how Lego has cultivated and maintained brand love throughout its almost 80 year existence, but when your business is based on products which serve very functional purposes, and often with complex restrictions on what you can and cannot say, how do you develop that same brand-love to build loyalty, trust and emotional connections with your consumers?