Independent Sydney creative agency The Works will manage the digital strategy and creative, social and content for Panadol, Children’s Panadol and Panadol Osteo brands across Australia and New Zealand.

The Works had been working on a data and strategy project for Children’s Panadol since October last year and participated in the recent Glaxo Smith Kline (GSK) digital review with other agencies. 

Paul Swann, creative partner at The Works said: “We’re excited to be working with GSK on the digital work for its Panadol brands in what is a competitive category. 

“The Works continues to invest in building its digital capabilities and will announce a number of senior hires soon.”

“Our creatives on the forefront model appeals to clients because creative thinkers are engaged with their brands at all times. As a result we have a much better understanding of the business issues at hand and can recommend solutions that deliver results,” Swann added.

GSK is the second major advertiser to join the agency this year following Optus, which handed the agency all of its direct marketing work for consumer and small business in February this year.