Keith Gentry

Keith is the EMEA Category Associate Director for Advertising and EUCAN Media for AstraZeneca. He is currently based in the UK where he is responsible for driving transformational projects to optimise Advertising and Media strategies to maximize leveraging agency networks to avoid duplication, including sustainability and the performance of all key partners in a supplier relationship management programme. Keith is a key stakeholder collaborator across local markets with a number of internal departments that look after omnichannel solutions for the company. Including, marketing, IBEX, Commercial Digital Health and related commercial team profiles across EMEA. Keith is curious and interested in ‘new’ marketing forward thinking ideas, and testing proof of concept solutions. His recent focus has been on sourcing preferred sustainable Agencies to enable the transition from marketing ad-hocks, and tactical practises to more scoping of strategic solutions aligned with company strategy.