GlaxoSmithKline Moves Global Aquafresh Account to TBWA From Grey
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.