GlaxoSmithKline has handed WPP the global creative account for Panadol following a competitive pitch.
A bespoke WPP team will now control advertising, digital, shopper activation and PR.
WPP’s Grey previously held the global ad account and will continue to work on creative for Panadol within the bespoke WPP team based in Singapore.
WhiteGrey holds the Panadol account in Australia. AdNews understands it will continue to work on the business.
Led by Konstantin Popovic, the chief executive of Grey Group Singapore, the WPP bespoke team will be based in Singapore and includes staff from Geometry, Ogilvy Commonhealth and Wunderman.
The news comes just weeks after GSK moved its global media account to Publicis after its global review.
The move impacted PHD, which handles GSK’s media buying and planning, while Havas provides digital strategy work. MediaCom handles parts of GSK's media buying and planning business in other markets.
“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,” Michael Duffy, global business lead for Panadol, GSK Consumer Healthcare says.
"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."
Last year Panadol launched its first ever brand campaign in Australia from WhiteGrey.
WPP has been approached for comment locally.
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