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NEW YORK –After a three-month review, MediaCom, New York, won GlaxoSmithKline’s $600 million media buying account.
The merger of Glaxo Wellcome and SmithKline Beecham at the end of December prompted a review of the incumbents who handled media for various parts of the formerly separate drug concerns.
MediaCom beat out Media Direct Partners/Initiative Media, The Media Edge and Media Planning, all based in New York.
A spokeswoman for GlaxoSmithKline said that the drug company hoped to achieve a greater level of efficiency and the ability to leverage its buying by relying on one agency.
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