Glaxo SmithKline gives nod to M&C Saatchi

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LONDON/NEW YORK - Glaxo Wellcome and SmithKline Beecham have awarded corporate image work for the soon-to-be merged company to M&C Saatchi, New York and London.

The agency bested Ogilvy & Mather Worldwide, New York, in a creative shootout where the agencies presented ideas about brand identity for the new conglomerate. The assignment is expected to be global in scope -- both Glaxo and SmithKline are headquartered in London -- with a principal focus on the U.S.

The assignment is expected to include announcementtype ads once the $76 billion merger closes in September, followed by an image campaign.

Copyright August 2000, Crain Communications Inc.

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