Bolden will be charged with optimising GSK's £40m annual media spend on brands such as Lucozade, Ribena, Beechams and Aquafresh.
Bolden, Mediaedge:CIA's business and client services director, began his media career 28 years ago at Young & Rubicam as a TV buyer. He has headed a business division at the agency, running client accounts including Nationwide, Wrigley's and Cussons.
Most recently he took on the role of international co-ordinator for clients' media strategies. He joins GSK Consumer Healthcare at the end of April.
Blakemore, one of the best-known figures in the media industry, retires at the end of June after 12 years with GSK.
He also relinquishes his role on the TV action group of the Incorporated Society of British Advertisers.
Blakemore has worked on both sides of the industry, beginning his career with J Walter Thompson in 1966. He joined SmithKline Beecham, which merged with pharmaceuticals firm Glaxo, in 1991.
Eighteen months ago, Blakemore pooled GSK's media buying and planning account into MediaCom.
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