M&C Saatchi London and New York have picked up the $30m (£20m) task of promoting the merged operation of Glaxo Wellcome and SmithKline Beecham around the world.
The new company, Glaxo SmithKline, will be launched with the backing of a global TV and press campaign, to break in late September. The initial burst of activity is likely to cost about $10m (£6.7m), with the final spend of the campaign rising to $30m.
It is understood the campaign will present the new name and philosophy of the merged company.
The merger between Glaxo Wellcome and SmithKline Beecham, was announced in January, but has been delayed until September as approval from US regulators is still pending. SmithKline
Beecham chief executive Jean-Pierre Garnier will run the company. Glaxo Wellcome’s brands include Zovirax cold sore cream and Beconase hayfever treatment, while SmithKline Beecham manufactures products such as the Aquafresh dental range, Macleans toothpaste and Oxy skin treatments.