LONDON (Brand Republic) - GlaxoSmithKline, the pharmaceutical giant, has handed its $600m (£418.27m) media buying account to Grey Global Group unit MediaCom.
MediaCom had previously held the account for SmithKline Beecham, before the company merged with Glaxo Wellcome to form GlaxoSmithKline. It won the business after a competitive review against rival New York roster agencies.
The three agencies were: The Media Edge, a unit of WPP Group, which handled the bulk of buying for the former Glaxo; Media Direct Partners, a unit of Interpublic Group of Companies, which had Glaxo鈥檚 direct response work; and Media Planning, part of Havas Advertising.
The win marks an upturn for MediaCom, which was forced to lay off 50 staff earlier in the year. It will handle buying for a range of over-the-counter and prescription-only products, including Aquafresh.
Media planning was not included in the review.