GlaxoSmithKline concludes Panadol pitch

GlaxoSmithKline (GSK) has shifted its global Panadol advertising business out of Grey and into an integrated WPP team, following a pitch. According to multiple media reports, this sees Grey retaining its creative duties, while Wunderman takes over the digital and data work from Havas, and Hill & Knowlton will take on the PR duties from Edelman.The WPP team will be handling the integrated creative campaigns and content across advertising, digital, shopper activation as well as public relations for the Panadol brand. Marketing understands that the shopper, healthcare professionals, earned media and paid content, will be through local data. According to Marketing's sources, the account will be led by Konstantin Popovic, chief executive of Grey Group Singapore, who has been handling the GSK account in APAC and MENA for three years. Marketing has reached out to Grey for comment.Last week, GlaxoSmithKline handed its global media business worth approximately US$1.5 billion to Publicis Media. Publicis is said to have created a dedicated unit for the account. In Asia Pacific, Mindshare was understood to be handling the account. MediaCom handled the offline media account in EMEA and Essence handled the digital aspects of the account.  PHD is also an incumbent on the global account.