-By Jim Edwards

GlaxoSmithKline Consumer Healthcare is consolidating its anti-smoking and anti-obesity brands under a single marketing unit in Parsippany, N.J.—a move that will trigger layoffs. The new division will be headed by a new marketing chief, vp for behavioral sciences Karen Scollick.

Scollick was previously general manager of GSK Consumer Healthcare in Canada. She replaces Steve Burton on the Alli diet drug brand, who left his position in June. On the smoking brands—including NicoDerm CQ, Nicorette and Commit—she replaces Bill Slivka, who is transitioning to a more strategic role, said GSK rep Malesia Dunn. The units were previously based in Pennsylvania.

The lead agency for all the above brands is Arnold Worldwide, which also has a new leader for its anti-smoking accounts: Scott Caristo was named senior vice president/group director in May.

Dunn said she expects no changes to the agency lineup.

The move is intended to allow both franchises to "work closer in collaboration," Dunn said. It comes after the anti-smoking brands have experienced lost sales. Between them, the brands are behind 18-31% through June 15 this year, compared to the same period last year, according to IRI. (Those numbers exclude Wal-Mart and Costco.) The declines were partly due to Pfizer introducing Chantix, a prescription anti-smoking drug.

"Whenever there's something new on the marketplace we see some changes there. People like to try new [products], but overall it's been holding steady and doing well," Dunn said of GSK's brands. GSK in 2006 changed the flavor of Nicorette, which had seen some resistance among consumers.

Alli launched last year and is already ahead in terms of sales, according to IRI.

GSK spent $82 million on ads for Alli last year and $56 million through April, per Nielsen Monitor-Plus. GSK spent $28 million and $15 million on Nicorette in those same periods; NicoDerm got $30 million and $12 million; and Commit got $31 million and $9 million. Both franchises are seasonal, with the New Year period being their key times.

Dunn said she did not know how many layoffs there would be. The process is expected to take the rest of the summer, with the physical move to Parsippany completed by the end of the year.