CM: Lintas and BBDO lose SB global business to O&M

CM: Lintas International and BBDO have lost all their SmithKline Beecham Consumer Healthcare business to Ogilvy & Mather in a global realignment of the healthcare company’s 300m advertising account.

O&M has scooped the worldwide advertising for the former Sterling Health brands which were handled by CM: Lintas and BBDO, before it was bought by SB in September last year. Marketing Week predicted that CM:Lintas and BBDO would lose the business last year (MW October 28, 1994).

O&M and Grey, SB’s two original global roster agencies, will take worldwide responsibility for separate categories. O&M takes on painkillers and indigestion remedy brands and Grey toothpastes, mouthwashes, vitamins and cough and cold brands.

Grey will swap SB’s indigestion brand Setlers Tums for O&M’s Horlicks.

SB Consumer Healthcare’s managing director of strategic development Peter Glynn-Jones says that the new category structure will be rigorously followed. “If we develop a cough and cold version of Panadol, Grey will handle it,” he says.

It is understood the 300m will be divided as follows: Grey 150m, O&M 100m and other local agencies 50m.

Glynn-Jones says: “There will be a media review.” It is understood this will be decided at the end of the year. SB’s media account, worth 40m in the UK, is split between YMG Carat, which works on the Sterling Health accounts, and Mediacom, which has handled the centralised SB account since 1991.

Sterling is one of the most important clients for CM:Lintas. Finance director Gavin Cooper said the agency had not been told about the changes.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here