GlaxoSmithKline shifts OTC media

GlaxoSmithKline said it will shift media buying and planning for its North American OTC brands to WPP's MediaCom by the end of February. MediaCom already handles buying and planning tasks for the firm's prescription drug business.

Media duties on the OTC business—which includes brands like Panadol, Aquafresh, Lucozade and Nicorette—had been split among Havas' MPG, MediaCom, Publicis' Optimedia and Campbell Mithun.

It's not the first time in recent years that GSK has upended its marketing vendors. Last year the company moved all of its professional advertising from WPP agencies to IPG ones.  

You must be a registered member of MMM to post a comment.

Next Article in Features

Content marketing is not advertising in the old sense. In its use of social media, content marketing challenges consumers while relying on their input. It is proactive and responsive to their concerns, needs and energy. Content marketing has become the new voice of marketing. Learn what you need to know and how pharma marketers can adapt to this innovative venture into social media by clicking here for access.

Email Newsletters