Ogilvy Advertising has declined to repitch for the Macleans creative business after GlaxoSmithKline (GSK) put the toothpaste brand’s account up for review.
The agency has held the account for five years but will now concentrate on its accounts for other GSK over-the-counter brands, including Zovirax, Panadol and Solpadeine.
Roster agencies M&C Saatchi and WCRS will be pitching for the business.
Ogilvy, then Ogilvy & Mather, was awarded the business in November 2001 following a pitch against Grey Worldwide and McCann Erickson.
The account, then worth £4m in the UK, had previously been handled by Grey.
GSK spent £1.5m on Macleans last year (Nielsen Media Research) in a bid to increase its share to the £270m toothpaste market.
GSK also owns Sensodyne and Aquafresh Extreme Clean Toothpaste Intense Rush, which it launched in 2005.