The pharmaceutical giant has approached agencies directly through its procurement department to invite them to submit an RFI.
Sources said GSK, which works with in excess of 100 agencies on its digital account, is looking to streamline the business. Both roster and non-roster shops have been invited to participate.
The review follows the completion of a similar process for GSK’s global media planning and buying account. In September, the company split the estimated US$1.56 billion business between Group M and Omnicom Media Group.
GSK recently offloaded its drinks brands Lucozade and Ribena to Suntory Beverages after a strategic review. The company has decided to focus on consumer health products, which span oral health, wellness, nutrition and skin health. Brands include Aquafresh, Sensodyne and Zovirax.
This article was first published on campaignlive.co.uk