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Merck has awarded media planning and buying duties on its nearly $600 million advertising account to a team of Interpublic Group agencies led by Initiative and Draftfcb following a review, according to sources. Other contenders included Havas’ MPG and Publicis Groupe’s Zenith Media.
The company called a consolidation media review after completing its merger with Schering-Plough last year, according to sources. MPG and Zenith both handled portions of the Schering-Plough account.
Combined estimated U.S. ad spending on the account is close to $600 million.
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