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GSK consolidating its estimated $1.7 billion global media buying assignment with Publicis Groupe effective next year certainly looks like one of those every-three-year, procurement-driven exercises popular among marketers based in Europe. But there's far more to it than that, says Marc Speichert, global chief digital officer for the U.K.-based marketer of such brands as Aquafresh, Theraflu and Nicorette.

Here are five things to know about the decision.

Publicis Groupe wasn't the low bidder

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