GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process.
WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand.
The work will be delivered by a bespoke team led by CEO Konstantin Popovic, which brings together talent from companies within WPP, namely Geometry, Grey, Hill & Knowlton, Ogilvy CommonHealth and Wunderman.
Moving to this model enables GSK to maximise efficiencies in its agency model, to streamline its agency roster and to continue to drive a step change in its integrated data-driven marketing and communications.
Commenting on the decision GSK Consumer Healthcare global business lead for Panadol Michael Duffy said: “Through the pitch process we were looking for an agency offering with real end-to-end capabilities and strong creative excellence to help us take Panadol to the next level and WPP really stepped up to the brief.
“We were particularly impressed by the potential of the one holding company model to cut out complexity, drive efficiency and deliver the best for the brand.”
WPP CEO Mark Read said: “Panadol is a great brand and we are delighted to have been given the opportunity to use our creativity, data and technology to drive its growth around the world.
“Clients are increasingly asking for fully integrated offers and WPP is best placed to provide those solutions.”