GSK's UK consumer healthcare business has been making increased use of experiential marketing in recent years.
One example this year was when i2i Marketing produced a 14-week roadshow for GSK's new range of Aquafresh, Macleans and Sensodyne toothpastes.
A GSK spokesperson said: "All three winning agencies showed great insight and vision, as well as a deep understanding of the most effective ways to use experiential marketing to drive consumer engagement. Each was also able to demonstrate real added value and accountability in their work. With their support, I am confident that we will be able to deliver many more memorable consumer experiences."
i2i Marketing managing director Bruce Burnett added: "We are looking forward to working with the GSK team on developing innovative work, supporting some exciting initiatives."
Sharon Richey, Because brand experience managing director, was equally delighted to be added to the experiential roster, which was contested by many of the industry's biggest and most successful agencies.
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