Big Boost for Agency That Had Recent Layoffs

By Published on .

NEW YORK ( -- GlaxoSmithKline, the drug giant formed by the merger of Glaxo Wellcome and SmithKline Beecham, has tapped Grey Global Group's MediaCom
for its estimated $600 million consolidated media buying account, has learned. The agency held the broadcast buying account for SmithKline Beecham.

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.

Recent layoffs
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.

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