GlaxoSmithKline Explores Possibilities

NEW YORK — GlaxoSmithKline has asked its roster agencies how they would achieve marketing efficiencies if given more money, according to a preliminary questionnaire.

The pharmaceutical company is reviewing roster shops for a possible global consolidation of creative work on ads pitching its drug brands to consumers and health-care professionals. Roster agencies include Grey Worldwide, Ogilvy & Mather, McCann-Erickson and Messner Vetere Berger McNamee Schmetterer/Euro RSCG.

“As with any newly merged company, we’re sitting down and reviewing the company’s list of vendors, including the ad agencies, and seeing if there are opportunities for improvement,” said client representative Mary Anne Rhyne.

She was referring to last year’s merger of Glaxo Wellcome and SmithKline Beecham. GlaxoSmithKline already has consolidated its estimated $600 million media account at MediaCom, a division of Grey Global Group.

Rhyne declined comment on the size of a consolidated creative account, but sources estimated it was $400 million to $500 million.

Sources said the review could take anywhere from three to six months. Rhyne would not comment on a timetable or the number of agencies under consideration.