GlaxoSmithKline consolidates Pfizer consumer brands under Publicis Media specialty unit

GlaxoSmithKline GSK House in Brentford, UK
Publicis Media's platformGSK is now home to all GlaxoSmithKline and Pfizer consumer health brands' media planning and buying. (GSK)

GlaxoSmithKline has awarded Publicis Media and its bespoke platformGSK more business, adding the former Pfizer Consumer Healthcare brands to its portfolio. The unit already held GSK consumer health's estimated $1.5 billion media account.

The latest move, decided without a review, adds an estimated $400 million in media buying and planning with Pfizer brands such as Advil, Centrum and Caltrate now joining platformGSK. GSK and Pfizer finalized the all-equity transaction joining the two consumer health product groups in August; GSK retains a majority 68% stake in the joint venture.

RELATED: Pfizer's GSK consumer deal is closed, and generics go next. Will its cash flow recover?


Veeva 2020 Unified Clinical Operations Survey

We believe you have the knowledge and expertise to make this year's Veeva 2020 Clinical Operations Report even more robust and insightful than the last. Please take a moment to share your opinion in this 10-minute survey. All qualified respondents will be entered to win a $500 Amazon gift card.

GSK has already announced its plans to spin off the joint venture within three years and list it as standalone company on the U.K. exchange as GSK Consumer Healthcare, leaving the pharma giant to focus on medicines and vaccines.

Publicis created platformGSK last fall when GSK awarded the agency its estimated $1.5 billion in consumer health media. Publicis created the custom platform to specifically run the business, beating out incumbent media agencies Omnicom’s PHD and WPP’s GroupM.

The sub-agency allows the team a singular focus, and it also allows Publicis to hold other pharma media accounts without conflict. For instance, Publicis Groupe also created NovartisONE2 in August to handle Novartis’ $600 million global media account.

RELATED: GSK, Pfizer lead in new global Twitter pharma influencer ranking

“We are thrilled to extend our partnership with GSK to span the legacy Pfizer Consumer Healthcare business as well. A testament to the strength of the platformGSK model and the work we are delivering together, we look forward to driving further transformation and results across the consolidated business," platformGSK said in a statement.

Suggested Articles

After early threats, the FDA finished reviewing the company's response to a citation for data manipulation and decided not to take any further action.

China is quickly getting back up to speed with API production but reports freight bottlenecks are slowing deliveries.

Mylan and Pfizer have already postponed the close of their generic merger amid COVID-19 concerns. Now the pair is hoping to speed up EU review.