GSK expands whiteGREY's remit

Paige Murphy
By Paige Murphy | 8 July 2020

WPP AUNZ agency whiteGREY has extended its relationship with consumer healthcare company, GSK Consumer Healthcare, being appointed as the digital and social agency of record. 

The business was awarded to whiteGREY after demonstrating the benefits of delivering an orchestrated experience across the entire customer journey. 

The agency has been working with GSK Consumer Healthcare brands for more than two decades.

whiteGREY’s existing partnership as lead agency on Panadol has seen the launch of the Panadol 'Rethink Care’ platform over the last year.

The extension of the partnership will see whiteGREY now also work across digital and social, with the new remit extending across multiple GSK Consumer brands beyond Panadol.

As part of the appointment, whiteGREY has also been tasked with transforming Panadol’s ecosystem to drive brand awareness, engagement and sales.

Of particular importance is putting the brand into action by delivering on Panadol’s commitment to help Australians to Rethink Care.

It will also work to ensure digital drives a conversation about holistic pain management, and empower the public with tools, tips and advice.

“We know that value is created by agencies that work in true collaborative partnership with their clients across all platforms, including brand, media and technology," whiteGREY CEO Lee Simpson says.

"But importantly that additional value is created by an agency that can orchestrate those experiences across those platforms.

“Having successfully partnered with Panadol for years, including the launch of Panadol’s new brand platform last year ‘Rethink Care’, whiteGREY is excited to now apply our platform orchestration approach to the broader GSK digital and social business and help the wider company achieve ongoing success."

GSK Consumer Healthcare area marketing director ANZ Cate Sefton says the Panadol brand needs to stand out as "more than just functional pain relief".

“whiteGREY has clearly demonstrated its understanding of this position and is an ideal partner to work alongside us as we continue to evolve our business and deliver solutions across all consumer touchpoints,” Sefton says.

Work begins immediately on development of social strategy, social content and social activity, work on the Panadol website, digital content ideas and production, martech review and evolution, and other new digital initiatives.

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