UK-based Alliance Pharmaceuticals has appointed global marketing and technology services company DEPT® as its end-to-end digital partner across the UK and European markets, covering creative development, integrated paid and owned marketing, and retail media management for its over-the-counter healthcare brand portfolio, according to LBBOnline.

The two-year agreement encompasses Alliance's portfolio of consumer healthcare brands, including Kelo-Cote, MacuShield, Ashtons & Parsons, and Hydromol, with DEPT® assuming responsibility for integrated creative, media, and commerce capabilities across the region.

Christina Rapsomanikis, head of EMEA and global e-commerce, and Becky Verano, chief marketing officer at Alliance Pharma, said: "We are transforming how marketing and commerce work together. 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."

Jack Williams, SVP growth at DEPT®, said: "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."

The partnership builds on Alliance Pharma's broader business transformation under new private equity ownership, as the company seeks to rapidly scale operations and drive category growth across its European markets.

For pharmaceutical consumer healthcare brands, the integration of creative, retail media, and performance marketing under a single partner reflects a growing industry shift towards consolidated, data-driven commercial models.

Read the full report for further detail on the Alliance Pharmaceuticals and DEPT® partnership.