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NEW YORK — Grey Global Group’s MediaCom has been tapped to handle the estimated $15 million media buying for Allergan’s Refresh Eye Drops brand, sources said.
MediaCom already handles media buying and planning for the Irvine, Ca.-based pharmaceutical company’s Botox brand.
“This assignment creates an Allergan consumer agency of record,” said Dene Callas, MediaCom’s co-CEO and chief strategic officer. “By forming this AOR, Allergan will enjoy a competitive advantage as we will be able to leverage more of their brand power in our strategic approach to media in today’s complex communications marketplace.”
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