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GSK begins agency hunt for global digital roster

by Gareth Jones Marketing 18-Jul-07

GlaxoSmithKline (GSK) is to build a global digital roster for its range of consumer healthcare brands, including Aquafresh, Beechams, Lucozade and Panadol.

The pharmaceutical giant has issued a request for information (RFI) to a number of major UK agencies, as part of a wide-ranging review of its digital marketing strategy.

GSK plans to group agencies according to expertise, with shortlists drawn up for technical, web development and digital marketing briefs across the division, which houses more than 90 brands.

It is understood that agencies will be required to respond to the RFI by early August. GSK's brand and marketing teams will then draw up a shortlist of specialists that will be invited to pitch for a place on the multimillion-pound digital roster later this year.

In the past, GSK has worked with a number of UK digital agencies, with preferred suppliers including Digitas London, Tribal DDB and Brighton-based Worth.

The company recently handed Tribal DDB the brief to promote its Sensodyne toothpaste brand in international markets following a competitive pitch.

GSK is keen to expand its digital roster as it looks to give the web a greater role in its marketing strategy during 2008. It already relies on online advertising to promote Ribena, which it is attempting to reposition as a healthy drink for young adults.

GSK was unavailable for comment as Marketing went to press.