GlaxoSmithKline tapped Omnicom’s PHD as media agency of record on all of its healthcare products, ousting incumbent WPP’s MediaCom.
The Omnicom media agency will handle media planning and buying for OTC and prescription products with exception to Boniva, which GSK co-promotes with Genentech.
“PHD offered the most balance of strategic planning excellence and executional creativity and buying leverage to deliver efficiency and quality, and they’re an innovator in the digital media space,” said a GSK spokesperson.
Advertising Age reported that Havas’ MPG and Publicis’ Starcom were also-rans in the review as well.
Separately, a decision was expected “early in the new year” on a review of all of the company’s prescription drug advertising. Interpublic Group healthcare shops currently handle most of that business.
Meanwhile, Pfizer announced it was retaining Aegis Group’s Carat for media planning and buying following a review.
“We are pleased to continue our nearly 11-year relationship with Carat as its agency of record for direct-to-consumer media planning and buying for the pharmaceutical business across all communications channels, and for TV and print buying for the over-the-counter consumer healthcare business in the US,” said Ray Kerins, VP, external affairs and worldwide communications at Pfizer. “This follows a routine review to ensure Pfizer retains the services that best fits the needs of its business.”
From the February 01, 2011 Issue of MM+M - Medical Marketing and Media
