LOS ANGELES–The latest player in the booming pharmaceutical category to launch a media review could be Novartis Pharmaceuticals Corp. The Swiss drug marketer has begun preliminary talks with several media agencies about consolidating its global media planning and buying. In the U.S., Novartis spent about $235 million on paid media from January to November of 2000, per Competitive Media Reporting.
Included in the evaluation is Novartis’ Consumer Health unit, which includes Gerber Baby Foods and such well-known consumer drug brands as Triaminic, Ex-Lax and Maalox.
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