Source: Campaign
Pharma giant GlaxoSmithKline has selected Publicis Media as its new media agency of record, awarding it $1.7 billion media business, Campaign reported.
In the review that preceded the selection, Publicis Media created a dedicated agency unit for the account. The review, which was handled by ID Comms, came less than three years after GSK awarded its European business to MediaCom, with PHD handling the U.S. media work. Both agencies had retained the accounts in 2015 following a global media review. They first won the business in 2013.
More recently, MediaCom had been handling media offline for EMEA, while sibling GroupM shop Mindshare managed media in APAC and Latin America and Essence oversaw EMEA digital.
A year later, GSK completed an agency review for the other parts of its marketing comms business by hiring nine agencies, including Grey and Saatchi & Saatchi for advertising.
