GSK calls DM pitch for Niquitin brand

LONDON - GlaxoSmithKline has called a pitch for the direct marketing business for its smoking cessation brand Niquitin CQ.

GSK has invited both roster and non-roster agencies to bid for the brief, which involves on- and offline DM work.

The brand's most high-profile activity to date has been a direct-response TV campaign by WCRS, which asked viewers for their mobile numbers so it could send them supportive messages to help them quit.

Digital work complemented the TV campaign by extending its support to quitters. The online campaign centred on the website click2quit.co. uk, developed by Weapon7.

The £1m online activity kicked off in September 2004 and featured the real-life smoker Lorraine. Viewers were encouraged to join Lorraine in her quest to give up.

A second push launched in January, featuring a woman called Sue. The programme ran across interactive TV, internet and SMS.

The Niquitin pitch comes as GSK ramps up its use of relationship marketing across a number of brands after appointing a roster of agencies to handle its £25 million direct marketing activity. The company has already appointed Joshua to handle relationship marketing for its Sensodyne and Aquafresh brands.

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