MediaCom Lands Refresh Buying Account

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.”

In selecting MediaCom for this assignment, without a review, Allergan cited MediaCom’s experience with the pharmaceutical and packaged goods industries, an Allergan representative said.