GSK held the e-auction earlier this week. The pitch is believed to have been designed to reduce the number of agencies used by GSK and to create a roster. Agencies were asked to submit hourly rates and turnaround times for different scenarios.
A GSK spokeswoman said the pitch was part of a bigger process in which the company was looking at how it was using its PR agencies.
A similar auction pitch was held earlier this year by tech firm HP to shortlist agencies for a £2m Europe-wide PR account (PRWeek, 22 April).