GsK's Panadol expands WPP remit: Grey-led cross agency team to manage global account

Panadol goes all in with WPP

GlaxoSmithKline (GSK) Consumer Healthcare has awarded the WPP network its entire Panadol business, suggested the holding company's efforts to cross-pollinate talent across its agencies appears to be paying off.

Incumbent agency Grey won a pitch for the business, however GSK outlined a need to streamline its agency roster in hope of greater efficiencies in its marketing and comms. As a result, a joint pool of talent from Geometry, Grey, Hill & Knowlton, Ogilvy CommonHealth and Wunderman will tackle integrated creative campaigns, content, advertising, digital, shopper and expert marketing, PR and communications globally.

A Grey spokesperson outlined that it was expanding its relationship with the healthcare giant, stressing that Grey, Geometry and Ogilvy will retain the business they held before the pitch.

The shake-up also sees WPP's Wunderman take digital and data work from Havas and H+K win PR from Edelman.

This bespoke team, an indication of how the gargantuan entity will join up talent across the agency brands, will be led by Grey Singapore chief executive Konstantin Popovic.

Michael Duffy, global business lead for Panadol, GSK Consumer Healthcare, 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.”

Mark Read, chief executive of WPP, added: “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.”

The win serves as welcome news for WPP's talent pooling efforts, which recently suffered with the loss of the Ford creative account - a relationship which had been described as an "arranged marriage".

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