GSK continues to use The Red Consultancy to handle consumer PR for Sensodyne, which hit the headlines earlier this month over its current advertising campaign.
The Advertising Standards Authority (ASA) censured GSK for its ads just over three weeks ago, saying they breached rules that ban the inclusion of dentists' recommendations for treatments, products or ingredients. The ads have since been tweaked to ensure compliance.
The ASA also criticised rival Colgate-Palmolive over its ads for the Colgate Sensitive brand.
TLC, which has 16 staff, already works for GSK's global pharma team on its oncology portfolio.