GSK Consumer Healthcare is awarding the global Panadol account to a dedicated WPP shop led by Grey Group Singapore’s Konstantin Popovic. In addition to Grey the new unit will tap resources from Geometry, Hill & Knowlton, Ogilvy CommonHealth and Wunderman.
The remit for the over-the-counter pain reliever encompasses developing integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications.
"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," says Michael Duffy, global business lead, Panadol, GSK Consumer Healthcare.
The brand is marketed in more than 80 countries.
Parent GSK shifted its global media account to Publicis Media earlier this month.