TBWA London to take lead role on $100m global Aquafresh account

Omnicom-owned TBWA Worldwide has won GlaxoSmithKline’s $100m Aquafresh toothpaste creative account from WPP’s Grey and is set to manage the account from London. GSK is one of Grey’s biggest global accounts.

GSK hired Omnicom media shop PHD to handle its global media account back in 2010.

This is a huge boost for TBWA London which resigned the £28m Muller yogurt business late last year after a big relaunch campaign backfired disastrously, leading to the departure of many of Muller’s senior UK managers.

TBWA already works for GSK on anti-smoking products and US weight loss brand Alli. But toothpastes are a much bigger business, claiming a large share of the $1.6bn GSK spends globally on advertising (making it the 19th biggest in the world according to Ad Age).

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