The consumer healthcare and pharmaceutical company says the review aims to help the business deliver world-leading effectiveness and efficiency in “selected key markets” around the world.
The account is estimated to be worth £100m.
Heribert Voss, vice president of global efficiencies and simplification at GSK Consumer Healthcare says: “We have developed a number of initiatives to ensure our business is best-positioned for future growth.”
“GSK is a leading global media spender that continues to increase its investments in media. This initiative will ensure GSK is also world-leading in media effectiveness and efficiency with a highly effective balance of excellence in strategic planning and executional creativity, combined with a very competitive cost base.”
The UK account is currently held by WPP-owned MediaCom.
GSK expects to announce the successful agency or roster of agencies in mid-2010.