Alliance Pharma Appoints DEPT® to lead digital transformation across creative, retail media, brand & performance
Alliance Pharma has appointed global marketing and technology services company DEPT® as its end-to-end digital partner across creative, full-service retail media management, and brand and performance media for its portfolio in the UK and Europe.
The two-year agreement covers Alliance’s portfolio of over-the-counter healthcare brands, including MacuShield, the UK’s no.1 eye health supplement brand, as well as Kelo-Cote, Ashtons & Parsons & Hydromol.
DEPT® will manage creative development, integrated paid and owned marketing, retail management, and Amazon advertising. This partnership builds on Alliance Pharma’s broader business transformation under new private equity ownership, as the company looks to rapidly scale operations and drive category growth.
“At Alliance, we are transforming how marketing and commerce work together. We are clear that we need a modern marketing engine designed for speed, scale, and accountability. Across EMEA, we are building an integrated engine to deliver this ambition. DEPT® is a critical partner in this journey, bringing connected creative, media, and commerce capabilities that enable us to move faster and operate as one team. Together, we are creating a more agile, performance-driven model that enables our brands to win in an increasingly connected consumer landscape.
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Christina Rapsomanikis, Head of EMEA & Global e-Commerce & Becky Verano, Chief Marketing Officer at Alliance Pharma
“Alliance Pharma represents exactly the kind of ambitious brand we partner with; one that recognises growth invention happens at the intersection of technology and marketing. By integrating creative, media and performance across their diverse portfolio of brands, we can deliver the kind of transformational growth that comes from breaking down silos and building truly connected customer experiences
”Jack Williams, SVP Growth at DEPT®
