Glaxo Ends Ogilvy Relationship

NEW YORK — GlaxoSmithKline has ended its relationship with Ogilvy & Mather in the U.S. and re-assigned some brands among its roster shops, the client confirmed.

“We wanted to look at some consolidation and make sure we had the right support on various brands,” said client representative Malesia Dunn about parting with Ogilvy.

Ogilvy’s New York office handled Citrucel high-fiber powder, which has moved to Arnold Worldwide in Boston. Alluna, which Ogilvy also handled, has not yet been re-assigned. Dunn said no decisions have been made about whether the over-the-counter sleeping aid account will be put into review.

Grey Worldwide, which had handled Phazyme gas relief tablets and Balmex baby ointment, now handles global creative duties on Glaxo’s oral healthcare products Sensodyne and Super Poligrip, which Grey will service from New York and London, the agency said. Grey’s media arm, MediaCom, won media buying duties for Glaxo in March.

Phazyme has moved to the Dallas office of Publicis, which had handled Poligrip. Balmex has been assigned to The Masterson Group/Creative Advertising Solutions in New York.

Dunn said that in the U.S. market, Sensodyne was previously handled by Carrafiello-Diehl & Associates in Irvington, N.Y.

The changes take effect in January 2002.

Estimated U.S. billings in 2000 on the accounts, per CMR, are as follows: Balmex ($5 million), Citrucel ($10 million), Phazyme ($5 million), Poligrip ($5 million), and Sensodyne ($5 million).

Last year, Glaxo Wellcome merged with SmithKline Beecham and purchased Block Drug Co. Dunn cited these moves as factors in the re-assignments.