{"id":4427428,"date":"2026-04-10T10:05:31","date_gmt":"2026-04-10T08:05:31","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=4427428"},"modified":"2026-04-15T14:30:11","modified_gmt":"2026-04-15T12:30:11","slug":"alliance-pharma-appoints-dept-to-lead-digital-transformation","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/alliance-pharma-appoints-dept-to-lead-digital-transformation\/","title":{"rendered":"Alliance Pharma Appoints DEPT\u00ae to lead digital transformation across creative, retail media, brand & performance"},"content":{"rendered":"
\n\t\n\t\t\n\t\t\t<\/mask><\/g><\/svg>\t\t\t\n\t\t\t\tInsights\t\t\t<\/span>\n\t\t<\/div>\n\t<\/div>\n\tAlliance Pharma Appoints DEPT\u00ae to lead digital transformation across creative, retail media, brand & performance<\/h1>
\n\t\t\t\n\t\n\t
\n\t\tAlexandra Moorhouse\t\t
\n\t\tMarketing Director, UK&I\n\t\t\t<\/div>\n<\/div>\n\t
\n\t\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\tDate\t\t\t\t<\/span>\n\t\t\t\t\n\t\t\t\t\tApril 10, 2026\t\t\t\t<\/span>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n<\/div>\n\n\n\tAlliance Pharma has appointed global marketing and technology services company DEPT\u00ae 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.<\/p>\n\tThe two-year agreement covers Alliance’s portfolio of over-the-counter healthcare brands, including MacuShield, the UK\u2019s no.1 eye health supplement brand, as well as Kelo-Cote, Ashtons & Parsons & Hydromol.

DEPT\u00ae 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.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\t\u201c<\/span>\n\tAt 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\u00ae 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.<\/p>\t
\n\t\u201d<\/span>\n\n\t
Christina Rapsomanikis, Head of EMEA & Global e-Commerce & Becky Verano, Chief Marketing Officer at Alliance Pharma

<\/p><\/blockquote>\n\n
\n\t\u201c<\/span>\n\tAlliance 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<\/p>\t
\n\t\u201d<\/span>\n\n\tJack Williams, SVP Growth at DEPT\u00ae<\/p><\/blockquote>\n\n
\n\tON OUR MIND<\/span><\/h2>\n\tVIEW ALL INSIGHTS<\/a>\n\t\n\t\t\n\t\t\t
\n\t\t\t\n\t\t\t\t\t\t\t\t\"\"\n\t\t\t<\/picture>\n\t\t\t\t\t<\/div>\n\t\n\t
\n\t\t
\n\t\t\t
\n\t\t\t\t<\/svg>\t\t\t<\/div>\n\n\t\t\t\n\t\t\t\tInsight\t\t\t<\/span>\n\t\t<\/div>\n\n\t\t\t\t\t
    \n\t\t\t\t\n\t