Haleon splits global creative account with WPP and Publicis Groupe

Interpublic Group previously held parts of the Haleon business, alongside WPP and Publicis. IPG declined to participate in the review, a spokesperson for the holding company told Campaign.

In India, the fast-moving consumer healthcare company operates in oral care, digestive health, pain management and respiratory, and Vitamin Mineral Supplement with brands such as Centrum, Ostocalcium, Sensodyne, Eno, Iodex, Crocin, Otrivin, Paradontax and Polident.

The healthcare business, which was spun out of GSK and owns Advil and Centrum Vitamins, is split by categories in global and local markets, with WPP picking up wellness and retaining oral health, including Sensodyne Toothpaste and Aquafresh. Grey London did creative work for the latter.

Tamara Rogers, chief marketing officer at Haleon, said: “Haleon will continue to work with Publicis and WPP as global holding company agencies. Working with just two holding companies globally that are category aligned will enable a more simple, focused way of working with our agency partners. 

“We value greatly the role and contribution of our agencies as we build leading consumer healthcare brands that are trusted by consumers worldwide and look forward to further positive collaboration."

Publicis will pick up the rest of the business, including over-the-counter brands. The holding company did not respond to a request for comment.

Cindy Rose, chief executive of WPP, said: “We are delighted to expand our relationship with Haleon as their global agency of record for wellness and oral health with this win. This deeper partnership truly reflects the power and strength of our integrated capabilities to deliver unified, impactful marketing solutions. Together, we are committed to driving meaningful results for Haleon’s brands on a global scale."

Haleon spent $1.2bn on global media in 2024, according to estimates from Comvergence. 

Bayer, another healthcare giant, which owns Aspirin, Claritin and Canesten, announced the result of its $752m media and creative review this week, consolidating the whole account with IPG.

Kenvue, which owns Aveeno, Listerine and Neutrogena, also confirmed this week it is launching a global creative and media review.

This article originally appeared in Campaign UK and was edited for Campaign India.