Ogilvy declines to pitch as GSK launches Macleans review

by Darren Davidson, Brand Republic 15-Feb-07, 12:00

LONDON - GlaxoSmithKline has launched a review of its Macleans creative business, which will be contested by roster agencies M&C Saatchi and WCRS.

The incumbent on the account, Ogilvy Advertising, has declined the opportunity to repitch for the business.

It has handled the business for three years and will continue to handle creative duties on GSK's over the counter brands, Panadol, Solpadeine and Zovirax.

Guy Lambert, managing director, Ogilvy Advertising, said: "We have taken the difficult strategic decision not to re-pitch for the Macleans business but to focus our team's efforts behind GSK's OTC brands such as Panadol, Solpadeine and Zovirax. GSK and Ogilvy Advertising are happy with and support this decision.

"We look forward to further developing our long-standing relationship with GSK on these major brands."

According to Nielsen Media Research, GSK spent £1.5m on the Macleans range last year, but the healthcare giant is expected to up its spend this year in a bid to increase its dwindling share of the toothpaste market.