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GlaxoSmithKline (GSK) has appointed Publicis Media as its global media buying and planning agency. The account is estimated to be worth $1.7bn. 

Publicis was selected following a competitive pitch which kicked off in May and was managed by ID Comms. It will implement a bespoke 'platformGSK' model and will create a global data hub. It will also deliver an end-to-end marketing platform through its PeopleCloud.

Scott Grenz, GSK consumer healthcare’s vice president and global head of media said: “We ran a very thorough and competitive pitch process with strong presentations from all companies, but ultimately Publicis was the best fit for us.

"We’re excited about the new partnership and the potential of the platform GSK model as we continue to progress our marketing transformation programme.”

Laurent Ezekiel, Publicis Groupe client lead, added: “GSK is one of the largest consumer healthcare and pharmaceutical companies in the world. We are excited to partner with it to establish a transformative client-agency relationship that will enable GSK to deliver on its ambition to become the best data-driven marketer in the industry.”