Merck Names Second Global Shop For OTC Brands

Assignment will be backed by $50 million in media spending

Publicis has become Merck's second global agency for non-prescription brands.

The Publicis Groupe agency beat three other contenders—Grey, Deutsch and Saatchi & Saatchi—to win the assignment, which will be backed by about $50 million in media spending. After agency presentations last month, Merck narrowed the field to Publicis and Grey.

Publicis will work on Miralax globally, Dr. Scholl's outside the U.S. and a female incontinence brand globally. Merck did not identify the third brand.

In a statement, Merck Consumer Care president Bridgette Heller said she was "excited by the prospects of partnering with Publicis to strengthen our global brands and make them more relevant to consumers around the world."

Merck's other global shop for its over-the-counter business is Havas' Euro RSCG, which works on Claritin globally and several brands in the U.S.

The review began in August and was managed by Avidan Strategies in New York.