GSK Awards Creative Accounts to TBWA, Grey

GlaxoSmithKline has awarded its alli and Smoking Control creative ad chores to TBWA while Grey got Tums, Citrucel and Fiber Choice, the company announced today.

Omnicom’s TBWA will handle U.S. work for weight loss aid alli along with Nicorette, Nicoderm and Commit-brands that fall under GSK’s Smoking Control umbrella.  Arnold, New York, previously handled those accounts.

WPP’s Grey, meanwhile, added Tums, Citrucel and Fiber Choice to its roster of GSK brands including AquaFresh and Sensodyne toothpastes. Arnold, New York, had held the Tums and Citrucel accounts. Nelson Henry was the creative agency of record for Fiber Choice.

“GSK Consumer Healthcare has an industry-leading, balanced brand presence in both the world’s developed and fastest-growing markets. Our global brands are fundamental to future growth strategy and we want to partner with world class communications agencies with a solid global footprint that can help us drive growth,” said Peter Kirkby, vp-global marketing excellence for GSK Consumer Healthcare, said in a statement.

Spending for the accounts was not available. GSK spent $85 million advertising Alli in 2008, $6 million on Citrucel, $14 million on Commit, $1 million on Fibersure, $17 million on Nicoderm CQ, $35 million on Nicorette, and $19 million on Tums, per Nielsen.