GlaxoSmithKline (GSK) Consumer Healthcare has announced the appointment of GroupM and Omnicom Media Group to handle the majority of its global media planning and buying account.
Omnicom’s PHD is set to handle North America and West Africa, while GroupM will cover the rest of the world, including Latin America, Europe and Asia.
However, Dentsu will continue to retain the pharmaceutical company’s media buying in Japan, although it will work with GroupM.
GSK vice-president global media Sam Singh said: “The decision to consolidate our media investment with two network partners – GroupM and OMG, with Dentsu buying in Japan, is based on various factors including simplicity and speedier deployment of best practices. We believe this sets us up with a fit for purpose media system into the future.
“We continue to hold the outgoing agencies, Starcom and Carat, in the highest of regard. They have consistently exhibited high levels of professionalism and we wish them all the very best.”
The agencies will be tasked with media strategy, planning and buying for the account, estimated at $1.5bn.