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GlaxoSmithKline Consumer Healthcare has consolidated the bulk of its global media business at units of GroupM and Omnicom Media Group after a review.
In Japan, however, the market’s dominant player, Dentsu, will retain the pharmaceutical company’s media buying there.
OMG’s PHD successfully defended its business in the U.S. and West Africa and added responsibility for Canada and communications planning globally. The agency, however, lost its Latin America business to GroupM.
Units of GroupM, which had worked for the company in Latin America, Asia and Greece, will manage the rest of the world, adding markets like Europe.
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