The digital agency Tribal DDB, part of Omnicom's DDB network, has worked with GSK since last June, when it won the Panadol brand. It won Sensodyne after a three-way pitch against Joshua G2 Interactive and the GSK roster agency Worth. The Aquafresh brief was uncontested.
Grey London retains the above-the-line accounts for the brands, which are two of GSK's biggest, accounting for a combined media spend of more than £8 million. Media is handled by MediaCom.
Grey's sister agency, Joshua G2 Interactive, previously worked on online for the brands, although Tribal has been working on business-to-business projects for Sensodyne over the past six months.
GSK has been looking at its above-the-line and media agency arrangements this year. It is understood to be planning a region-by-region review of its £500 million media account.
GSK is also looking for a digital agency to help reposition Ribena, which falls under its drinks division. Pitches have gone ahead and a result is expected as early as next week.