GlaxoSmithKline (GSK) is said to be handing more business over to Publicis Media. This time, it is giving its Pfizer consumer healthcare media business to Publicis Media through a dedicated platformGSK entity launched by the group last year. This was after it nabbed GSK's billion dollar media business.
The new partnership was announced without a competitive review. "We are thrilled to extend our partnership with GSK to span the legacy Pfizer Consumer Healthcare business as well," according to a statement released by Publicis Groupe. The company feels this expanded assignment serves as a "testament to the strength of the platformGSK model and the work we are delivering together."
GSK's and Pfizer's joint venture created the world's largest over-the-counter (OTC) portfolio, including GSK’s Sensodyne, Voltaren and Panadol and Pfizer’s Advil, Centrum and Caltrate. The decision to extend additional work to Publicis Groupe is viewed as an efficiency opportunity, according to GSK. "The combined buying power of the two entities will provide significant benefits," the company said in a statement.
“We are incredibly excited about the opportunity of working across these two highly complementary portfolios of trusted consumer health brands. We are also deeply honoured by the trust the clients have shown in platformGSK in this one year of a very collaborative relationship,” Publicis Media said in a statement to Marketing.