GlaxoSmithKline Moves Global Aquafresh Account to TBWA From Grey

TBWA, Already on GSK Roster, Breaks Into Another Product Category

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GlaxoSmithKline is moving the global creative account for Aquafresh toothpaste from Grey Group to TBWA Worldwide, which will manage the business out of London, said people familiar with the matter.

TBWA was added to GSK 's agency roster in 2009, as global creative agency for weight-loss brand Alli, and the company's smoking-cessation brands, which include NiQuitin, NicoDerm, Nicabate and, in the U.S., Nicorette.

In the U.S., Aquafresh is GSK 's fifth biggest-spending brand -- after Advair, Lovaza, Sensodyne and Alli -- spending $41.9 million on advertising in 2010, although that was a drop of 23% over the previous year.

Overall, GSK is No. 19 in the Ad Age DataCenter's ranking of the top 100 Global Advertisers, spending $1.61 billion worldwide in 2010. In the U.S., GSK ranks No. 34, with 2010 spending of $690 million.

Most of GSK 's revenue -- 82% -- comes from its pharmaceutical business, and the rest from consumer products like toothpaste.

Aquafresh is TBWA's first oral-care brand, a product category Grey has dominated, handling other GSK brands including Sensodyne toothpaste. The company spent $67.5 million on Sensodyne advertising in the U.S. in 2010, an increase of 20.3% from the previous year. GSK 's international agency roster also includes BBDO Worldwide, Euro RSCG Worldwide, McCann Erickson and Ogilvy & Mather.

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