GlaxoSmithKline Is Reviewing Its Global Media Account

By Erik Oster 

GlaxoSmithKline, the pharmaceutical company which in July of 2012 paid $3 billion in what was then the largest health care fraud settlement in U.S. history, is in the midst of a global review of media buying and planning duties for its consumer healthcare brands, Adweek reports.

The review stemmed from the company’s recent asset swap with Norvartis, which saw GlaxoSmithKline acquire Norvartis’ consumer brands and vaccines in exchange for its cancer drugs. According to Adweek, GlaxoSmithKline’s media spending approaches $900 million.

Starcom, who handled media buying and planning for Norvartis is not participating in the review. The review, reportedly already in its late stages, pits two GlaxoSmithKline incumbents against each other: PHD, who handled U.S. media duties; and MediaCom, who handled media duties overseas. According to Adweek’s sources, final presentations are scheduled for this week, with the review expected to conclude by the end of July.