GlaxoSmithKline selects WPP agencies for global branding effort

GlaxoSmithKline has selected a pair of WPP agencies to assist the rollout of a new global branding campaign that will raise awareness of the company's worldwide activities.

Grey London has been handed a brief to work together with sister agency Brand Union to help promote the healthcare company, with the project to be coordinated under the name Team GSK.

The agency was handed the contract after prevailing in a competitive pitch against TBWALondon, which assisted GlaxoSmithKline in organising a consumer-facing corporate campaign to coincide with this summer's Olympic Games.

GlaxoSmithKline has made considerable efforts to bolster its profile in the last 12 months, after being chosen as the official laboratory services provider at the Games and running several anti-doping initiatives.

The firm – which will receive further exposure by sponsoring the Coronation Festival at Buckingham Palace next July – will be aiming to increase the prestige of its various divisions, including its pharmaceuticals, vaccines and consumer products operations.