Tribal will now develop a tactical campaign for the pain-relief brand following a pitch that asked agencies to come up with a new online positioning.
GSK is understood to be planning to raise its digital marketing investment. It kicked off a global digital review in July last year for its Consumer Healthcare business unit, The Futures Group, but has yet to announce a
In the past, it has used a large number of specialist digital agencies as well as the digital arms of above-the-line shops to produce ad hoc online campaigns for its brands.
In February, it reappointed Modem Media to its UK Niquitin CQ digital account.
The pharmaceutical giant is also talking to UK agencies about its above-the-line roster, which includes M&C Saatchi, Ogilvy & Mather, Grey London and WCRS.
Neither Tribal DDB nor GSK was available to comment on the appointment as Campaign went to press.
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