Brand director, Nicorette/NicoDerm, GlaxoSmithKline

Scott Yacovino has been at the forefront of some of GlaxoSmithKline brand Excedrin’s brandjacking efforts. When Donald Trump and Hillary Clinton faced off in the first of three presidential debates in late September 2016, there was a lot of chatter on social about the event causing headaches. In response, Excedrin ran a Twitter campaign called #DebateHeadache.

The brand also reached out to disgruntled sports fans. After a video of Mets fan Frank Fleming complaining about missing a game due to unreliable transportation went viral, the PR team at Excedrin provided Fleming two tickets and a private car to a Mets game against the Miami Marlins. Excedrin then tried to ease the headaches of devotees of the hapless Cleveland Browns. Before GSK, Yacovino worked for Novartis for four years, managing brands such as Gas-X, Ex-Lax, and Maalox, and working on strategy and innovation for digestive health products. In April, Yacovino started in a new role as brand director for GSK brands Nicorette and NicoDerm. The healthcare PR world will be watching to see how he helps other pharma brands enter national and global conversations.


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