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WPP looks like biggest winner in GSK agency review

GlaxoSmithKline Consumer Healthcare has completed the agency review it launched following the establishment of a joint venture with Novartis.

The winners are: Grey and Saatchi & Saatchi for advertising; Weber Shandwick for advertising, digital, content and PR; Havas with some advertising as well as digital and content and WPP Digital. Edelman wins content and PR; McCann Health and Ogilvy Commonhealth “expert” marketing and WPP’s Geometry shopper marketing.

GSK’s so-called ‘power’ brands are Sensodyne, Parodontax, Poligrip, Voltaren, Panadol, Theraflu and Otrivin. Core brands are Biotene, Contac, Flonase, Excedrin, Fenbid, Tums, ENO, Horlicks, Physiogel, Lamisil, Fenistil and Abreva/Zovirax.

Losers in the review include Omnicom’s DDB and TBWA and CHI/The&Partnership which handled sports nutrition range Maxinutrition. GSK is one of the world’s larger advertisers, spending close to $1bn in the US.

There’s something for most of the holding companies here apart from Omnicom. WPP seems the biggest winner, depending on how advertising is divided between Grey, which has worked for GSK in its various guises for decades, and Publicis Groupe’s Saatchi & Saatchi. Media will stay with Omnicom’s PHD and WPP’s GroupM.

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