GLOBAL, FEBRUARY 2012: Pharmaceutical and health care giant GlaxoSmithKline (GSK) recently hauled ship and transferred its global Aquafresh toothpaste brand to TBWA worldwide from incumbent Grey, who handles the Sensodyne brand.
TBWA has been in the GSK agency roster since 2009, handling the weight-loss product Alli and several smoking-cessation brands like U.S.’s Nicorette, but this award marks the agency’s first foray into oral-care products. Other international agencies in GSK’s list are BBDO Worldwide, Euro RSCG worldwide, McCann Erickson, and Ogilvy & Mather.
Aquafresh is GSK’s fifth biggest-spending brand in the United States, with a total ad spend of $41.9mn in 2010. Products such as toothpaste, mouthwashes, and hygiene products account for 18% of the company’s total revenues.
