141 Worldwide was awarded Ambrolex OD, a mucolytic, and the above-the-line portion of Valuehealth, the umbrella brand of affordable, doctor-prescribed medicines. Black Pencil was given the below-the-line business of Valuehealth and Zantac 75, an antacid, which was previously handled by 141 Worldwide.
Jess Garces, senior product manager, GSK Home Medicine, said that GSK chose the two agencies based on strategy presented. GSK's estimated ad budget for all three brands is over 20 million pesos (US$365, 797). The campaigns for Zantac and Ambrolex will be launched in June, and the primary focus will be on TV.
GSK ranks second among the pharmaceutical companies operating in the Philippines.
GSK portions out ad tasks between 141, Black Pencil
GlaxoSmithKline has divided two OTC brands and an umbrella brand between 141 Worldwide Philippines and Black Pencil (formerly iLeo) after a creative pitch that also involved Campaigns & Grey and Ogilvy & Mather.