Joshua takes £2m Sensodyne DM task

Joshua has won the £2 million direct marketing account for GlaxoSmithKline's Sensodyne toothpaste.

The agency pitched against undisclosed GSK roster agencies to secure the business. It is tasked with developing acquisition and retention activity across online and offline platforms to help grow Sensodyne's market share.

This is the second piece of toothcare business that Joshua has won from GSK since it was appointed to its £25 million healthcare and nutrition roster last year after a review.

Earlier this year, the agency won the £5 million Aquafresh account.

Sensodyne's below-the-line work will need to integrate with its above-the-line strategy, which is handled by Joshua's WPP sister agency Grey.

Media is with MediaCom, also a WPP company.

A Sensodyne spokesman said: "Using DM is a fundamental part of our long-term plans. Joshua provided a very strong integrated, strategic, data-driven response, which we are confident will help develop our business and support our TV investment."

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content