GlaxoSmithKline Consumer Healthcare has announced advertising agency changes to support growth for global brands. The changes will see GSK Consumer Healthcare partnering with agencies that have comparable market presence to its brands, with a proven ability to roll out world class ideas.
TBWA, part of the Omnicom Group, is appointed GSK’s global creative agency for the weight loss brand alli and for the Smoking Control franchise, including Nicorette, NicoDerm CQ and Commit sold in the US. TBWA won these global assignments following a rigorous appointment process facilitated by Agency Assessments International. The global creative agency accounts were previously held by Arnold, New York.
Grey currently manages the accounts for a number of GSK’s global brands – Aquafresh, Sensodyne, Denture Care (Polident, Poligrip and Corega and Breathe Right. They have also been awarded TUMS, Citrucel and FiberChoice in the US. The agency account for TUMS and Citrucel was previously held by Arnold, New York. The agency account for FiberChoice was previously held by Nelson Henry.
Commenting on the agency assignments, Peter Kirkby, Vice President, Global Marketing Excellence, GSK Consumer Healthcare, said: “GSK Consumer Healthcare has an industry-leading, balanced brand presence in both the world’s developed and fastest-growing markets. Our global brands are fundamental to future growth strategy and we want to partner with world class communications agencies with a solid global footprint that can help us drive growth.
“We were enormously impressed by TBWA’s passion and performance throughout the pitch process. TBWA won their assignments based on the strength of their strategic thinking and their ability to drive big, brand-driven, creative ideas across the world’s most dynamic and fast-growing markets.
“Our association with Grey is reaching new heights. Recent work on Aquafresh, Sensodyne, Denture Care and Breathe Right has been enormously successful. I am very pleased to see these additional brands assigned to their highly capable teams.”