The review was limited to four New York-based blue-chip roster agencies that handled accounts for the drug companies prior to the merger.
The other three contenders included WPP Group's The Media Edge, which had all buying for the former Glaxo except direct response; Interpublic Group of Cos.' Media Direct Partners, which handled Glaxo direct response; and Havas Advertising's Media Planning. (Havas' Jordan McGrath Case & Partners Euro RSCG had print buying for the former SmithKline.) Media planning was not included in the review.
The review is a boost for MediaCom, which earlier this year laid off 50 people due to belt-tightening.
MediaCom will handle buying for a collection of over-the-counter and prescription-only products, ranging from AquaFresh to Zyban. Calls to GlaxoSmithKline and MediaCom were not immediately returned.