Haleon, the global consumer health company behind everyday brands like Panadol, Sensodyne, Centrum, and Advil, has initiated a comprehensive review of its global creative agency partnerships. The move, first reported by Ad Age, is part of a broader effort to simplify and strengthen its advertising ecosystem.
Currently, Haleon’s creative responsibilities are split among three of the world’s largest agency holding companies — WPP, Interpublic Group (IPG), and Publicis Groupe. With this review, the company aims to consolidate its creative mandates and align them more closely with its evolving global marketing strategy.
In recent months, Haleon has been actively recalibrating its agency relationships. It recently partnered with Havas following the launch of Havas Consumer Health, signaling a sharper focus on category-specific creative expertise. In the U.S. market, influencer marketing agency Collectively has been onboarded as the lead partner for influencer-led campaigns, while Vistar Media has taken charge of Haleon’s programmatic out-of-home (OOH) advertising initiatives.
With a significant presence across global markets, including India, Haleon continues to be a dominant player in the consumer healthcare space. In India, the company’s portfolio spans across five key categories — oral health, pain relief, respiratory health, digestive wellness, and vitamins, minerals & supplements (VMS).
The Indian market features some of Haleon’s most trusted and longstanding products, including household names like Sensodyne, Eno, Iodex, Otrivin, Crocin, Polident, Parodontax, and Centrum — making this creative consolidation move one to watch in the regional advertising landscape as well.
As the healthcare marketing ecosystem becomes more integrated and digital-forward, Haleon’s global agency review is expected to set the tone for how large-scale consumer health brands approach creativity, efficiency, and innovation in a post-pandemic world.
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