GSK expands its relationship with White Grey

GSK has expanded its relationship with creative agency White Grey, appointing it as digital and social agency of record.

White Grey has been working with GSK for two decades and is the lead agency for its Panadol brand. The agency’s new remit will extend across multiple brands and include strategy, information architecture (IA), customer experience (CX), user experience (UX), communications, digital and social.

GSK has been working with White Grey for two decades

White Grey has also been briefed with driving Panadol’s brand awareness, engagement and sales through transforming its marketing ecosystem.

Work on Panadol’s website, social strategy and content, martech, and digital content has already begun.

Cate Sefton, ANZ area marketing director at GSK Consumer Healthcare, said: “Consumers now manage their pain with a wide array of solutions from medicine to yoga to rest, so Panadol needs to stand for more than just functional pain relief.

“White Grey has clearly demonstrated its understanding of this position and is an ideal partner to work alongside us as we continue to evolve our business and deliver solutions across all consumer touchpoints.”

Lee Simpson, White Grey CEO, added: “We know that value is created by agencies that work in true collaborative partnership with their clients across all platforms, including brand, media and technology. But importantly that additional value is created by an agency that can orchestrate those experiences across those platforms.

“Having successfully partnered with Panadol for years, including the launch of Panadol’s new brand platform last year ‘Rethink Care’, White Grey is excited to now apply our Platform Orchestration approach to the broader GSK digital and social business and help the wider company achieve ongoing success.”


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