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GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands, and it comes as no surprise, given the company's recent asset swap with Norvartis.
In March, GSK and Norvartis closed on a $20 billion deal in which GSK absorbed Norvartis' consumer brands and vaccines, and Norvartis took on GSK's cancer drugs.
As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops.
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