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Lucozade ditches Ogilvy for M&C.(advertising contracts of M&C Saatchi London and GlaxoSmithKline PLC)(Brief article)
M&C Saatchi has been handed the pounds 5 million UK creative account for GlaxoSmithKline's flagship drinks brand, Lucozade Energy.
The decision sees Ogilvy & Mather, the incumbent on the business, removed from Lucozade's roster in the UK. However, the agency will continue to run the business in Ireland.
GSK put the account up for pitch in November 2005 as it reconsidered its marketing strategy for the brand.
Both roster agencies were asked to pitch against each other for the business.
No other GSK roster agencies were involved.
With the appointment of M&C Saatchi, the pharmaceutical giant is looking to rejuvenate the Lucozade brand by bringing all of the business under one roof and developing a single overarching idea.
M&C Saatchi now handles all of Lucozade's pounds 9 ...
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