Independent agency The Works will manage digital strategy, creative, social and content for Panadol as part of its appointment to the GlaxoSmithKline agency roster. AdNews revealed earlier this month that the pharmaceutical giant appointed The Works, Soap and Ensemble as new agencies to its digital roster.Under its new remit, The Works will manage the Panadol, Children's Panadol and Panadol Osteo brands across Australia and New Zealand. It had been working on a data and strategy project for Children's Panadol since October last year before participating in the digital review at the beginning of this year.The Works creative partner Paul Swann said: “We're excited to be working with GSK on the digital for work its Panadol brands in what is a competitive category.“The Works continues to invest in building its digital capabilities and will announce a number of senior hires soon.”GSK is responsible for brands such as Nicabate, Panadol, Macleans and Sensodyne.

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