"We’ve gotten much better at [GlaxoSmithKline] at throwing things away if they’re not working, and not holding onto something just because it had months of work and we feel we need to keep putting everybody through it. If [something] doesn’t work we accept it and move on. That’s been a big cultural shift within the business."

-Louise Kristensen, a digital and e-commerce director in GSK’s Northern Europe group, speaking at last month’s Festival of Marketing about the organization’s four priorities – to improve media ROI, boost e-commerce, create efficient content and spark disruption, as reported by Marketing Week.