GSK consolidates online professional media into CMI
GlaxoSmithKline awarded its online professional media buying and planning business to Communications Media, Inc.
The King of Prussia, PA, firm, which specializes in media aimed at healthcare professionals, already handles physician-directed offline media planning and buying for GSK.
Online professional media was previously handled by Beyond Interactive, a unit of WPP's MediaCom, which handles consumer-facing media planning and buying for all GSK brands, both OTC and Rx. GSK consolidated the North American OTC buying and planning duties into MediaCom late last year. The OTC business had previously been split between MediaCom and several other agencies, including Havas' MPG, Publicis' Optimedia and Campbell Mithun. MediaCom had handled the Rx business.