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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

  • Kimberly-Clark

Kimberly-Clark continues to break stigmas and barriers for its consumers through innovative campaigns like ‘Let’s Move On’ – a recent Gold Effie Award-winning campaign led by Intimus® and KOTEX® in Latin America designed to challenge society’s negative perceptions of periods.As leading feminine care brands that champion womens’ progress, the Intimus and KOTEX brands continue to take steps to innovate our products to meet the needs of modern women while breaking period taboos. This year, Intimus and KOTEX introduced #SheCan – an evolution of the campaign to continue to push for progress.”Periods are part of being a woman. They do not define who we are or prevent us from achieving what we want in life,” said Samia Chehab, Kimberly-Clark General Manager of Adult and Feminine Care in Latin America. “As a market leader, KOTEX has an obligation to shine a light on those stereotypes that shouldn’t be alive anymore in today’s society. It’s our role to make it easier for future generations of women.”

  • Sigue Money Transfer

Sigue Money Transfer (Sigue), a leading U.S. remittance company to Latin America, announced its service will be available in thousands of Mexico’s largest and most well-known chain of convenience stores, OXXO. The expansion to Sigue’s network is made in partnership with TransNetwork, a B2B fintech integrator and processor of payment solutions. Sigue customers can now conveniently send money to beneficiaries through more than 16,700 OXXO stores located across cities and towns in Mexico, as well as through a total of over 38,000 Sigue payment locations throughout Mexico.

 

 

  • American Express

American Express announced it has selected IPG/Universal McCann (UM) to support its strategic media planning and buying globally, ending 20-year Mindshare relationship. This announcement follows the completion of a global media agency review that the company initiated in June of this year. Beginning January 2019, UM will work across American Express and in collaboration with its creative agencies to help the company deliver its new global brand platform, “Powerful Backing.” Launched earlier this year, “Powerful Backing” is focused on communicating all the ways American Express backs its customers in life and business to help them thrive.MediaLink, a strategic advisory firm led by digital experts Michael Kassan and Wenda Harris Millard, managed the review.In the U.S. last year the firm spent US$295 million on measured media according to Kantar Media. 

 

 

  • Intel Corp.

Santa Clara, California-based technology company Intel Corp. has appointed a Dentsu Aegis Network solution called “Team Intel” as its global media agency of record.The company´s new media team will handle digital, social, programmatic, search, offline media and analytics and will be staffed by people from the networks’s shops including Carat, Merkle and Amnet. The team will work closely with creative agency McGarryBowen and Intel’s other creative shops. Intel will continue to work with incumbents iProspect and Cardinal Path for search and digital marketing.OMD has been the incumbent since winning the brand´s media business back in 2008. The Team Intel relationship will handle hundreds of campaigns across more than 20 countries and the team will be located in regional hubs in Los Angeles, London, Singapore and Beijing, the holding company said in a statement.IntelCorp. spent an estimated US$86 million in the U.S. in 2017, according to Kantar Media.

  • JetBlue

JetBlue announced a series of network changes that will advance its strategy in multiple focus cities. The reallocation of service will result in a new JetBlue city in Ecuador, new service between current JetBlue cities, and additional flights on popular routes. JetBlue will launch new service at Guayaquil, Ecuador’s José Joaquín de Olmedo International Airport (GYE) with flights from Fort Lauderdale-Hollywood International Airport (FLL) (a). Service will operate daily and is expected to take off in the first quarter of 2019. Guayaquil becomes the second JetBlue city in Ecuador – Quito launched in 2016 – and the sixth JetBlue city in South America overall. The new flights between Fort Lauderdale and Guayaquil expand JetBlue’s footprint outside the U.S., and is part of a broader reach into international markets. In recent years the airline has built a robust network throughout Latin America and the Caribbean and now operates in 22 countries. JetBlue is a leading airline in markets like Puerto Rico, Cuba and the Dominican Republic. The airline also serves more than a dozen unique island destinations throughout the Caribbean along with various cities in Mexico, Colombia, Costa Rica and Peru.

  • Marriott International

Marriott International debuted a bold new media campaign showcasing the power of its independent hotel platform across the company’s three collection brands: The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio. Rolling out globally through the end of the year, the creative campaign reinforces the growing demand among today’s consumers for the unique travel experiences found at Marriott International’s global portfolio of 300 independent properties.Conceived, developed and produced by creative agency MATTE Projects collaboratively with the brands’ marketing team, the campaign was inspired by the idea that everyone has a story – referring to the hotels themselves and guests who leave with a lasting impression. The collection category campaign was shot on 5 continents.Led with a :60 hero film, shorter executions will roll out across a variety of platforms ranging from in-flight entertainment and cinema theatres, to digital and social media – first in North America followed by Europe and Latin America through the end of 2018.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • United Airlines

United Airlines has awarded its global media business to Dentsu Aegis Network following a review that began this summer. Carat will handle media planning and buying, Merkle targeted marketing and 360i social media. The airline’s creative agency of record is Dentsu-owned mcgarrybowen, which retained the account in 2016 after a closed review. The brand´s Ad spend was nearly US$220 million in 2017, according to the company’s annual report for that year.

 

 

 

  • GSK

Publicis Media has been awarded pharma giant GlaxoSmithKline US$1.7 billion global media assignment.The firm’s last global media review was in 2015 when it divided the assignment between incumbents Mediacom and Mindshare and Omnicom Media Group’s PHD.Publicis Media has created a dedicated agency unit for the account. GKS spends US$1.8 billion on advertising in 2017, per its annual report for that year. PHD handled the U.S. media work while GroupM shop Mindshare managed media in APAC and Latin America.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

 

  • Avocados From Mexico

Avocados From Mexico (AFM), the number-one selling avocado brand in the U.S., will be showcasing their new robust year-round shopper communication platform, initiatives, and partnerships at the upcoming PMA Fresh Summit Convention & Exposition in Orlando, Florida, at the Orange County Convention Center from October 18-20, 2018.The brand is launching its “Savor Every Moment” shopper communications platform.AFM will be launching its new year of national shopper marketing initiatives strategically designed to make 2018–2019 a resounding success. The lineup of partnerships includes CPG brands Ritas®, Tabasco® Sauce, Smithfield® Bacon and Tostitos® Tortilla Chips to support Fall Football, the Big Game, the Basketball Championships and Cinco de Mayo. AFM’s national shopper activity will be reinforced with efforts that spotlight big opportunities, like salads. This Fall, AFM will be highlighting the #2 usage occasion for avocados, with a salad-inspired digital hub. A first ever for produce, this e-commerce targeted site will incorporate shoppable salad recipes that initiates user generated content, recipe review capabilities and partnerships with Fresh Gourmet and The Incredible Egg.AFM will also be partnering with The Incredible Egg to focus on registered dietitian outreach, to connect with consumers by supporting Heart Health and National Nutrition Months as nutrition is the top category driver for avocados.

 

  • American Express

American Express announced it has selected IPG/Universal McCann (UM) to support its strategic media planning and buying globally, ending 20-year Mindshare relationship. This announcement follows the completion of a global media agency review that the company initiated in June of this year. Beginning January 2019, UM will work across American Express and in collaboration with its creative agencies to help the company deliver its new global brand platform, “Powerful Backing.” Launched earlier this year, “Powerful Backing” is focused on communicating all the ways American Express backs its customers in life and business to help them thrive.MediaLink, a strategic advisory firm led by digital experts Michael Kassan and Wenda Harris Millard, managed the review.In the U.S. last year the firm spent US$295 million on measured media according to Kantar Media. 

 

 

  • Intel Corp.

Santa Clara, California-based technology company Intel Corp. has appointed a Dentsu Aegis Network solution called “Team Intel” as its global media agency of record.The company´s new media team will handle digital, social, programmatic, search, offline media and analytics and will be staffed by people from the networks’s shops including Carat, Merkle and Amnet. The team will work closely with creative agency McGarryBowen and Intel’s other creative shops. Intel will continue to work with incumbents iProspect and Cardinal Path for search and digital marketing.OMD has been the incumbent since winning the brand´s media business back in 2008. The Team Intel relationship will handle hundreds of campaigns across more than 20 countries and the team will be located in regional hubs in Los Angeles, London, Singapore and Beijing, the holding company said in a statement.Intel Corp spent an estimated US$86 million in the U.S. in 2017, according to Kantar Media.

 

  • United Airlines

United Airlines has awarded its global media business to Dentsu Aegis Network following a review that began this summer. Carat will handle media planning and buying, Merkle targeted marketing and 360i social media. The airline’s creative agency of record is Dentsu-owned mcgarrybowen, which retained the account in 2016 after a closed review. The brand´s Ad spend was nearly US$220 million in 2017, according to the company’s annual report for that year.

 

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

 

  • GSK

Publicis Media has been awarded pharma giant GlaxoSmithKline US$1.7 billion global media assignment.The firm’s last global media review was in 2015 when it divided the assignment between incumbents Mediacom and Mindshare and Omnicom Media Group’s PHD.Publicis Media has created a dedicated agency unit for the account. GKS spends US$1.8 billion on advertising in 2017, per its annual report for that year.PHD handled the U.S. media work while GroupM shop Mindshare managed media in APAC and Latin America.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

For prior Sales Leads editions, click here. 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • GlaxoSmithKline

Global pharmaceuticals giant GlaxoSmithKline has put its entire media account under review, three years after awarding the business to Omnicom’s PHD and WPP’s Mediacom.The reappraisal potentially puts a US$1.7bn advertising budget up for grabs and comes as part of a mandatory three-year cycle of reviews at the behest of GSKmanagement, According to Ad Age.

 

 

 

  • Advance Auto Parts

Advance Auto Parts has appointed Dallas-based independent agency The Richards Group for brand and creative work and Dentsu Aegis Network-owned agency 360i for media and analytics following a review, Adage has reported.Crossmedia, the media incumbent, did not participate in the pitch.As of late last year, the company operated 5,054 stores and 129 Worldpac branches and employed approximately 71,000 across the United States, Canada, Puerto Rico and the U.S. Virgin Islands, according to its website. The company also serves 1,218 independently owned Carquest branded stores.Advance Auto Parts Inc. spent US$29.1 million on measured media in the U.S. in 2017, according to Kantar Media.

 

  • Wells Fargo

Wells Fargo is launching a new, integrated marketing campaign called “Re-Established”. The campaign, launched nationwide on Sunday, May 6, leans into the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is recommitting to its customers and their satisfaction.The first component of Re-Established is a one-minute commercial called “Trust” that airs nationwide and signals Wells Fargo’s intent in a bold way. The advertisements will run across print, digital,broadcast, and mobile channels. As with previous Wells Fargo advertisements, the campaign acknowledges the diversity of the company’s communities through tailored ads for specific audiences, such as in-language messages in Chinese (Mandarin and Cantonese) and Spanish and advertising in African American media. The Re-Established campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014.

https://www.youtube.com/watch?v=1rrivHxCeeY&feature=youtu.be

  • McDonald’s 

McDonald’s is introducing the new 100% fresh beef Quarter Pounder burgers by launching the “Speechless” campaign,  inspired by the idea that words can’t describe the pure delight, the feeling, and the taste of a hot and juicy burger.  Led by We Are Unlimited, in close partnership with The Marketing StoreBurrellAlma, IW, Resolution and OMD, “Speechless” is an integrated campaign running broadcast, online video, radio, out of home, social media and in digital. Launched nationally on May 7th, work will run through the end of 2018.Charles Barkley, Gabrielle Union and John Goodman help describe customers’ reactions to the taste of McDonald’s hotter and juicier burger. Additionally, Luis Fonsi describes in Spanish just how good McDonald’s Quarter Pounder tastes in spots created for the Hispanic Market. The creative and production of these spots was led by Alma.

https://www.youtube.com/watch?v=L8IQMUSrK6Q

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Amscot Financial

Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial services through its network of retail branches— reveals its latest Spanish-bilingual campaign geared toward a growing and evolving Hispanic consumer segment.  The new campaign highlights convenient financial services for the growing needs of the ‘gig economy’ with the rise in entrepreneurship, self-employment and those seeking professional development.  The broadcast media campaign will launch May 14 and air across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 28 fifteen second combined TV and radio executions.Hispanics represented 51% of Florida’s population growth from 2010 to 2015, according to new population data released by the U.S. Census Bureau.  Nationally, Hispanics have the highest rate of entrepreneurship Standford Business: State of Latino Entrepreneurship.  Amscot Financial launched its first Florida-wide, Spanish-bilingual campaign with Semilla AD in 2013 during Amscot’s expansion to South Florida and continues to actively cater to Florida’s evolving Hispanic market with culturally-dedicated campaigns reflecting their customers evolving financial needs.

 

  • Heineken

Beer brewer Heineken is moving ad verification in-house, Digiday has reported. The company is running a global search for one ad verification technology it can run directly from all its markets. Once the search ends, Heineken will have effectively brought its ad verification in-house,according to people familiar with the matter. There’s a desire at the company, according to one source, to understand for themselves whether the online ecosystem is delivering against its needs and the best use of budget.Heineken has two media-buying agencies: Dentsu Aegis and Starcom MediaVest.

 

 

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  • Nestlé – Starbucks

Swiss food giant Nestlé will spend US$7.15 billion for the right to market Starbucks Corp. products. This is the third-biggest transaction in Nestle SA’s 152-year history. However, the company won’t get any physical assets in the deal. By entering a marketing pact with Starbucks, the Swiss company is revealing the limits to growing with Nescafe and Nespresso.Starbucks is the second-most-valuable brand in fast food, according to BrandZ’s Global 2017 report, which estimates it’s worth US$44 billion. Nestle will take over about 500 Starbucks employees who will remain based in Seattle.Starbucks will continue to produce packaged coffee and other goods in North America, while Nestle will be in charge of the rest of the world. In addition, the Swiss company gets the rights to sell packaged coffee products in supermarkets, restaurants and catering operations under the flagship Starbucks brand.

 

 

  • Lionsgate

Lionsgate/Pantelion/MGM’s Overboard, a film targeting Hispanic moviegoers and fans of Mexican star Eugenio Derbez, came in 2nd for the weekend of May 4-6 as of Saturday AM with US$14.75M at 1,623 venues, the biggest opening in Pantelion’s history. PostTrak reports a Latino turnout of 41%, with the demo giving the pic an 83% positive. Overboard‘s opening is higher than the Mexican star’s April 28 release last year, How to Be a Latin Lover, which opened to US$12.2M and yielded a 2.6 multiple for a final US$32.1M.  MGM and Lionsgate co-financed Overboard, which cost in the low to mid-teens.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • GlaxoSmithKline

4f04e6a303341df5bbe81beafdf29f33_400x400Pharma and consumer-health giant GlaxoSmithKline awarded its more than US$600 million combined global media agency account, including part of GSK’s recently added Novartis health and vaccine business, to incumbents PHD and Mediacom. Incumbents for GSK and Novartis were invited to pitch. Two years ago, GSK consolidated the bulk of its global media buying and planning account with WPP media agency network GroupM and Omnicom’s PHD.After last reviewing its business in 2011, Novartis selected Publicis Groupe ‘s Starcom as its agency to handle its more than US$600 million global media account. Starcom, which has been supporting the account with help from sibling shop Mediavest, pulled out of the most recent review.Novartis spent US$91 million on domestic measured media in 2014, down 31% from the us$133 million it spent in 2013. By contrast, GSK spent us$453.3 million on measured media in the U.S. in 2014 — 10% less than it spent in 2013. The company spent us$1.11 billion on total global advertising in 2014, according to the Ad Age Datacenter.

  • Doritos Rainbows

E1sDIYnd_400x400Doritos has launched a new multicolored bag of chips dubbed “Doritos Rainbows” , a limited-edition product supporting the lesbian, gay, bisexual and transgender community.It will only be available to supporters of the It Gets Better Project that donate US$10 or more through www.ItGetsBetter.org/DoritosRainbows while supplies last. All proceeds will help fund the group’s efforts.To fight bullying agains LGBT teens, the It Gets Better Project created a Youtube channel to encourage and support young people, sharing their own stories of adolescent turmoil and how they found peace as adults. Now the project is a worldwide movement that has inspired more than 60,000 user-generated videos that have been watched more than 60 million times. The brand is also sponsoring for the first time the Dallas Pride Parade, scheduled for Sunday, Sept. 20. There will be a Doritos-branded booth and a float populated by PepsiCo associates and their families.Donors and supporters will also be encouraged to share photos and videos on social media using the hashtag #bolderandbetter.

  • Toyota/Samsung

ReversionSamsung and Toyota are reaching U.S. Hispanic millennial audiences through product integrations and related promotional support for its new feature film, the sci-fi thriller “Reversion,” with NBCUniversal’s Fluency Productions help.The English-language movie will debut on October 9 in Los Angeles, New York, and Chicago, followed by a wider national release.The movie will also air on Syfy, Telemundo, and NBC Universo, with availability via mobile, Web, and video-on-demand channels.Samsung smartphones and tablets will be integrated in scenes throughout the movie and Toyota’s 2015 Camry and Highlander will feature in some of its more suspenseful situations.In addition to its product integrations, Samsung is sponsoring exclusive original video content, including digital shorts on Telemundo.com; the shorts will be targeted to audiences across NBCU’s properties by NBCU Hispanics Plus, its targeting service.Toyota has developed custom video content featuring “Reversion” star Jeanette Samano about her role in the movie, her life as an actress and her Hispanic heritage. The Toyota content will be featured on a dedicated Fandango Cine page on Telemundo.com, as well as Fandango Cine’s Facebook page.

  • “Stand Stronger”

descarga (1)Republica, an independent cross-cultural advertising, communications and digital agencies, has unveiled “Stand Stronger,” Citizenship Awareness Campaign, a comprehensive campaign designed to encourage the 8.8 million eligible lawful permanent residents to apply for and obtain U.S. citizenship.The campaign is a project of non-profit Civic Nation that will leverage the Obama Administration’s efforts to build a multi-year, nonpartisan, educational, public awareness initiative supported by the public sector (federal, state and local governments), private sector, philanthropy and media. The goal is to educate and empower the millions of eligible permanent residents to become new Americans by pursuing the naturalization process in order to access opportunities and to reach their full potential as U.S. Citizens.Republica is providing its services pro bono, including strategy, branding, creative, digital, messaging and social media platforms for the campaign, which are all focused on demystifying potential obstacles that are inhibiting eligible permanent residents from applying for citizenship.The multi-year effort will be launched in English and Spanish (“Mas Firme. Mas Fuerte.”) and will also include Chinese Mandarin and Tagalog assets, targeting regions with the greatest populations of legal permanent residents – California, New York, Texas, Florida, Illinois, New Jersey, Massachusetts, Virginia, Washington and Arizona.”Stand Stronger” is a multiplatform campaign that features a website (CommitToCitizenship.org) built by Republica, as well as public service announcements, social media platforms and engagement (@StandStrongerUS), digital advertising, and print collateral. Celebrity influencers will also be incorporated into forthcoming creative assets of the campaign.

  • Suero Oral® Inc.

Suero Oral® is expanding  is expanding its market reach by adding new beverage concentrate packaging, designed by tricorBraun. Suero Oral®  is a functional beverage containing electrolytes that replenish the body’s fluids lost either through exertion or through fever or vomiting due to illness. It is based on a traditional Latin American home remedy used by generations of mothers to treat their children losing fluids due to illness, as its name, which translates as “oral serum.”Since 1999, Suero Oral Inc. has sold this product across the United States, targeting the Hispanic market through small bodegas and grocery stores.Suero Oral products are sold in all 50 states and are also exported throughout the Caribbean and to Asia.Now, the company is expanding its market reach by adding new beverage concentrate packaging, designed by tricorBraun.The smaller packaging would also offer Suero Oral the opportunity to place its products in locations that would not accept the larger bottles, such as on store countertops and in convenience stores that were ideal locations to reach these younger, on-the-go customers. It would also let workers carry the restorative supplement more easily and let younger users individualize the amount they dispensed to meet their personal taste and need, which would appeal to that group.From the concentrate bottle designs that TricorBraun had created, Suero Oral chose a fluid, subtly asymmetrical two-ounce squeeze bottle with a flip-top closure for its convenient size and dispensing functionality. Each bottle is decorated with a full body shrink sleeve label carrying an image that reflects the image on the larger bottle of the product.The new concentrate packages were shipped to distributors in early May for placement in Suero Oral’s retail outlets.

  • New York tri-state McDonald’s

descarga (2)New York tri-state McDonald’s independent owners will pay tribute to Gloria Estefan, the most successful Latin crossover artist of all time, as part of McDonald’s “Celebrando Nuestras Leyendas” (Celebrating Our Legends) in honor of Hispanic Heritage Month. In-store materials that will be found in McDonald’s restaurants throughout the New York/New Jersey/Connecticut Tri-State area as of September 18 will highlight Gloria Estefan’s legendary achievements. Additionally, a QR code will lead guests to an exclusive video-tribute honoring Gloria. Customers can also visit https://www.mcdonaldsnytristate.com/gloria_estefan/ to take part in the various activities this program has to offer, including voting for their favorite of two original illustrations created exclusively for McDonald’s: one of Gloria at the beginning of her career and the other featuring the legendary Gloria of today.This is the fourth year of the McDonald’s “Celebrando Nuestras Leyendas” program, which pays tribute to Latin legends in the world of entertainment and sports that have made great contributions to American culture. McDonald’s “Celebrando Nuestras Leyendas” also furthers its commitment to community by donating to charities that the honoree supports. This year, McDonald’s New York tri-state area owner/operators will donate to the Gloria Estefan Foundation, which is dedicated to promoting health, education and cultural development.

 

 

What? Pharmaceutical giant GSK is splitting most of its global media planning and buying account between Group M and Omnicom Media Group (PHD).
Why it matters: GSK invests over US $1.5 billion annually in advertising.

After a review, GlaxoSmithKline announced that most of its global media business will go to units of GroupM and Omnicom Media Group.

According to Campaign, OMG agency PHD has retained the estimated £890 million (approximately US$ 1.3 billion) U.S. business and will also run the Canadian and West African markets. GroupM agencies will manage the rest of the world, with MediaCom expected to retain the £60 million (US $95 million) UK account. Dentsu, on the other hand, will manage media buying in Japan.

“This decision ends GlaxoSmithKline’s relationship with Publicis Groupe’s Starcom and Dentsu’s Carat, which previously worked on the business alongside PHD and Group M.”

Sam Singh, VP of Global Media at GlaxoSmithKline, said that with this move, the company intends to attain “simplicity and speedier deployment of best practices”.

 

What? Pharmaceutical giant GSK is splitting most of  its global media planning and buying account between Group M and Omnicom Media Group (PHD).
Why it matters: GSK invests over US $1.5 billion annually in advertising.

After a review, GlaxoSmithKline announced that most of its global media business will go to units of GroupM and Omnicom Media Group.

According to Campaign, OMG agency PHD has retained the estimated £890 million (approximately US$ 1.3 billion) U.S. business and will also run the Canadian and West African markets. GroupM agencies will manage the rest of the world, with MediaCom expected to retain the £60 million (US $95 million) UK account. Dentsu, on the other hand, will manage media buying in Japan.

“This decision ends GlaxoSmithKline’s relationship with Publicis Groupe’s Starcom and Dentsu’s Carat, which previously worked on the business alongside PHD and Group M.”

Sam Singh, VP of Global Media at GlaxoSmithKline, said that with this move, the company intends to attain “simplicity and speedier deployment of best practices”.

 

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