According to multiple sources familiar with the matter, GSK has retained Mindshare in all markets in Asia with the exception of Japan, Australia and China. MediaCom holds onto China and Japan while PHD snagged the Australia business from Maxus.
“The comprehensive review of our media agency partnerships has determined that GroupM (MediaCom and Mindshare) and PHD are best positioned in unique ways to partner with GSK in achieving our growth ambitions,” a spokesperson for GSK told Campaign Asia-Pacific. “Both are world class global media agencies and will be key partners in driving media strategy and trading for the new GSK and we are delighted to make these awards.”
In July, GSK began conducting a global review for its $1 billion consumer healthcare brands following its $20 billion Novartis acquisition.
Two years ago, GSK consolidated much of its global media buying and planning with GroupM and Omnicom. Following a review in 2011, Novartis picked Starcom to handle its global media business.
In March, the pharma giant named Singapore as its Asia headquarters and shifted some of its US and UK staff to the city-state. GSK’s interest in Asia comes as several companies, including GSK’s own pain management and nutrition division, AstraZeneca, Bayer and Pfizer, have moved international headquarters to the region.