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
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.