GSK adds allergies to TLC's remit

GlaxoSmithKline has appointed Tonic Life Communications (TLC) to handle global product comms within its growing portfolio of allergy products.

The move, made following a competitive pitch, marks the third occasion that GSK has awarded business to the London-based agency in the past four months.

The agency will handle 'market shaping and pre-launch activities', including professional and media relations at important allergy congresses. TLC board director Moira Gitsham leads the agency's work on the account.

Neither TLC nor GSK would provide further detail on specifics of the agency's new brief.

Products that GSK sells in the allergy sector include Beconase and Flixonase, but PRWeek understands that TLC's focus is entirely on
advising GSK on pre-launch product comms.

GSK brought in TLC late last year to promote its cancer treatments across Europe (PRWeek, 9 Dec 2005); the following month it turned to the agency again to promote its Sensodyne toothpaste brand to UK dentists (PRWeek, 27 Jan).

Just last week the pharma firm appointed Cohn & Wolfe to promote its over-the-counter allergy brands, including market-leading product Piriton, in the UK (PRWeek, 31 March).

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