SB pools 34m into MediaCom

MediaCom has won SmithKline Beecham’s 34m UK media buying and planning centralisation after a three-way pitch.

The media dependent, part of the Grey network, defeated SB’s other incumbent, YMG Carat, and The Network, Ogilvy & Mather’s media operation.

The centralisation had been widely expected since SB’s acquisition of Sterling Healthcare in August 1994. With the acquisition the company acquired a roster of agencies across Europe. The UK review was part of a country-by-country strategy to streamline its agencies (MW November 10 1995).

“All the agencies we saw were there on merit,” says John Blakemore, SB’s UK advertising dire ctor. “It was a genuine review and they all put up very professional presentations.”

The centralisation strategy is designed to ensure that SB is “gaining best media expertise and best media value”, adds Blakemore.

MediaCom had previously handled 26m of the total business. YMG Carat had handled the 6m Sterling Healthcare brands, such as Andrews Antacid, Hedex and Solpeidine. The Network got onto the pitch list because its parent network, O&M, is one of SB’s roster creative agencies.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here