B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: whiteGREY Wins GSK Digital And Social To Extend Relationship
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > whiteGREY Wins GSK Digital And Social To Extend Relationship
Advertising

whiteGREY Wins GSK Digital And Social To Extend Relationship

Staff Writers
Published on: 8th July 2020 at 9:58 AM
Staff Writers
Share
3 Min Read
SHARE

whiteGREY has extended its relationship with consumer healthcare company, GSK Consumer Healthcare, being appointed as the digital and social agency of record.

The business was awarded to whiteGREY – which has been working with GSK Consumer Healthcare brands for more than two decades – after demonstrating the benefits of delivering an orchestrated experience across the entire customer journey.

whiteGREY’s existing partnership as lead agency on Panadol has seen success during the past year with the launch of the Panadol ‘Rethink Care’ platform.  The extension of the partnership will see whiteGREY now also work across digital and social, with the new remit extending across multiple GSK Consumer brands beyond Panadol, including strategy, IA, CX, UX, Comms, Digital & Social.

As part of the appointment, whiteGREY has also been tasked with transforming Panadol’s ecosystem to drive brand awareness, engagement and sales. Of particular importance is putting the brand into action by delivering on Panadol’s commitment to help Australians to Rethink Care.   It will also work to ensure digital drives a conversation about holistic pain management, and empower the public with tools, tips and advice.

Lee Simpson (pictured), CEO whiteGREY said: “We know that value is created by agencies that work in true collaborative partnership with their clients across all platforms, including brand, media and technology. But importantly that additional value is created by an agency that can orchestrate those experiences across those platforms.

“Having successfully partnered with Panadol for years, including the launch of Panadol’s new brand platform last year ‘Rethink Care’, whiteGREY is excited to now apply our Platform Orchestration approach to the broader GSK digital and social business and help the wider company achieve ongoing success,” Simpson concluded.

Cate Sefton, Area Marketing Director ANZ, GSK Consumer Healthcare, said: “Consumers now manage their pain with a wide array of solutions from medicine to yoga to rest, so Panadol needs to stand for more than just functional pain relief.

“whiteGREY has clearly demonstrated its understanding of this position and is an ideal partner to work alongside us as we continue to evolve our business and deliver solutions across all consumer touchpoints.”

Work begins immediately on development of social strategy, social content and social activity, work on the Panadol website, digital content ideas and production, martech review and evolution, and other new digital initiatives.

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: whiteGREY
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?