The agency has taken control of the account from Ruder Finn’s Quinta Essentia arm, which saw out its contract at the end of last month.
Fees for the contract – which AGA won after a pitch against Quinta and Harvard Communications earlier this year – are understood to be in the region of £200,000.
According to gsk senior brand manager Aisling Dillon, the repitch had been held because both brands needed a ‘stronger consumer focus’.
He said that in the past, promotional work for sleep-aid brand Nytol and Eumovate, an eczema and dermatitis cream, had not ‘maximised the potential of PR’.
Dillon added that Nytol had come to be regarded as ‘very much a serious healthcare brand, lacking a consumer-facing personality’, and ‘needed to attract a new wave of users’.
AGA executive director Sean Feast pledged ‘quirky’ initiatives, including a Nytol ‘Bed on the Move’ roadshow and an ‘Itch Scratch Cycle Tour’ for Eumovate, which will run nationally in June.
AGA will also handle PR for the launch of products including Eumobase, a rehydrating moisturiser for flare-up prone skin, for which a consumer push is due to commence in July.
Feast and account manager Victoria Gravett report to Dillon and brand manager Lynn Cooke at GlaxoSmithKline.
Feast said around 80 per cent of AGA’s contract comprised consumer PR, with the rest being trade work.