GlaxoSmithKline (GSK) has consolidated its &£406m global media buying account into MediaCom.
The appointment follows a four-way pitch against GSK’s three other incumbent agencies – Havas Advertising’s Media Planning, WPP Group’s Media Edge and Interpublic Group’s Media Direct Partners.
The business was reviewed after the merger of Glaxo Wellcome and SmithKline Beecham. Before the merger, MediaCom handled all SmithKline’s media buying in the UK, while MindShare and Universal McCann looked after Glaxo’s brands.
A spokesman for the pharmaceuticals giant says: “GSK will continue to work with a variety of existing agencies to develop advertising strategies, creative approaches and media planning.”
Last year the company awarded its corporate branding assignment to M&C Saatchi. Its creative roster also includes Grey Worldwide and Ogilvy & Mather. The Glaxo brands, including Zovirax, use McCann-Erickson in the UK.
GSK, which is divided into consumer healthcare and pharmaceutical divisions, is to unveil a massive restructuring programme across its entire business later this spring. It is understood th
at marketing jobs are under threat as part of this restructuring (MW March 1).