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.