Major Glaxo accounts go to TBWA
pharmafile | June 9, 2009 | News story | Medical Communications, Sales and Marketing |Â Â GSKÂ
GlaxoSmithKline has chosen new agencies to handle some of it biggest consumer brands, including Nicorette and weight loss drug Alli.
TBWA has been appointed global creative agency for the weight loss drug and GSK's smoking cessation portfolio following a rigorous appointment process facilitated by Agency Assessments International. The global accounts were previously held by New York agency Arnold.
TBWA is part of the Omnicom group, and will be charged with maximising the growth of the Nicorette range and Alli, which was recently launched in Europe.
Meanwhile another agency, Grey, has been awarded the accounts for TUMS, Citrucel and FiberChoice in the US. The agency account for TUMS and Citrucel was previously held by Arnold, New York, while the Nelson Henry agency held FiberChoice.
The changeover adds to Grey's existing management of GSK's global brands Aquafresh, Sensodyne, Breathe Right and the denture care products Polident, Poligrip and Corega.
Commenting on the agency assignments, GSK Consumer Healthcare's VP of global marketing excellence Peter Kirkby 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."
GlaxoSmithKline's consumer health division earned $7.3 billion in 2008, with over the counter medicines accounting for more than half the total. Its the smoking cessation portfolio has the highest value of the newly-moved accounts, worth $553 million last year. The Aquafresh range is the single biggest brand franchise in the group, worth $836 million.
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