MediaCom has won the social and SEO account for GSK across the region following a competitive pitch.
The Dubai-headquartered agency was awarded the business for brands such as Panadol, Horlicks and Pronamel, with the brief covering the GCC, Levant and Egypt. The incumbent Starcom, along with MediaCom, were the only two agencies participating in the pitch.
Wael Kaskas, marketing director at GSK Consumer Healthcare Middle East, said: “Our most important stakeholder remains our consumer, and digital and social media afford us an innovative and two-way communications channel with them.
“Through it we are better able to understand their views and, accordingly, ensure that we as an organisation are providing them with the best quality products available.
“I am confident that this partnership with MediaCom will allow for a successful, long-term and sustainable approach to digital media, and I look forward to seeing enhanced consumer engagement in the near future.”
Dan Chapman, head of digital at MediaCom MENA, added: “The consumer is the fundamental for all of MediaCom’s communication work and obviously even more so in social media. Our approach of putting ‘people first’ resonated with GSK and drove our strategy, with consumer analytics the catalyst for all of our social output, from shaping our bidding strategy on paid through to our complete content approach and knowing who to leverage to generate valuable earned.”