Healthcare PR shop Spink is charged with raising the profile of Phillips' Milk of Magnesia Liquid, Original Andrews Salts and Zantac 75 Relief. It will also be handling consumer PR for ear infection treatment EarCalm.
Agency director Jo Spink said the 12-month media relations programme was aimed at 'putting the iconic brands back on the map'.
She added: 'The brands have strong media collateral and also have a great story behind them. Educating the media and consumers about the gastro-intestinal health market is going to be key.'
Spink has been briefed by Ceuta Healthcare, which handles marketing for some of GSK's over-the-counter consumer products.
Ceuta marketing manager Debbie Charman said: 'Spink's experience at revitalising brands with a heritage behind them was key, given that we need to bring some of GSK's most well-loved brands back to life.'
The move comes as GSK's communications chief Neil McCrae leaves the company to join rival pharmaceutical firm AstraZeneca.
As previously reported, McCrae, GSK's vice president for UK corporate affairs & European comms, is set to join AstraZeneca as global head of media relations, reporting to V-P for group corporate comms Caroline Hempstead (PRWeek, 30 November 2007). He leaves after 11 years at GSK.