The appointment of SapientNitro for Panadol follows a pitch process with several undisclosed agencies and will be led out of SapientNitro’s Singapore office, according to sources.
Neither GSK nor SapientNitro responded to requests for comment in time for publication.
In August, sister title Campaign UK reported that the company was set to appoint Wunderman as a lead agency on its global digital advertising account, after a pitch that began last year. Wunderman is said to be responsible for handling a number of GSK’s brands, including antiviral drug, Zovirax, as well skincare product, Oilatum and Physiogel.
Earlier this year, GSK also hired global agency Vertic as its digital agency for Singapore, working across a number GSK's key consumer brands.
Panadol falls within GSK’s consumer wellness products and is one of the world's leading paracetamol-based pain relievers. It is sold in more than 85 countries, including India, where it is called Crocin and Colombia where it is marketed as Dolex.
Last month, SapientNitro announced a trio of unlikely appointments in Singapore, claiming it is reinventing the strategy role to meet client demands.