MediaCom, which is already the pharmaceutical company's media-buying agency of record, will gain planning duties on a number of brands, including Citrucel, Tums, Nicorette, Levitra, FiberChoice, Oscal, Nicoderm and Beano.
Havas's MPG currently handles the bulk of that planning, but other agencies, including Omnicom group's OMD, Publicis Groupe's Optimedia and Interpublic Group of Cos.' Campbell Mithun, Minneapolis, also have GlaxoSmithKline media assignments.
With U.S. headquarters in Research Triangle Park, N.C., GlaxoSmithKline is one of the largest research-based pharmaceutical and health-care companies in the world. The company spent $1.1 billion on U.S. measured media in 2006, according to TNS Media Intelligence.
A spokeswoman for MediaCom referred calls to the client. A spokeswoman for GlaxoSmithKline had no comment.