GlaxoSmithKline awarded its online professional media buying
and planning business to Communications Media, Inc.
The King of Prussia, PA firm, specializing 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 media
planning and buying for GSK brands, OTC and prescription alike.
GSK consolidated the North
American media on OTC brands into MediaCom last year. Media for those brands
was previously split between MediaCom and other agencies.