Panadol, part of GSK, has appointed Grey for its global advertising duties following a global consolidation of the brand.
Regional advertising duties for Asia will be handled out of Singapore.
The global business is believed to be worth US$100 million. A third of the business will be out of Asia.
Jim Heekin, CEO and chairman of Grey Global, said this is probably the group's biggest global win this year.
Heekin said that Panadol will work on a centralised creative model that will be adapted to local markets. The 360 degree campaign, which will commence next year, will also include a digital component and localised activation in individual markets.
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