Maxus’ hold on the lucrative GlaxoSmithKline media account in Australia could be under threat as rumours circulate the pharma giant is considering consolidating its global account.
According to a report in the UK edition of Campaign, GSK has opened talks with networks as it looks to find a global network to take on the $1.5bn account.
Local industry sources have suggested there have been talks between GSK and some major international networks, but it is unclear whether any consolidation would include the Australian market.
Maxus has held the media planning and buying locally January 2012, when it took the account from Naked, which inherited it from BellamyHayden.
However, sister agency MediaCom holds the UK account and some territories in Europe, whilst PHD is in a strong position for negotiations as it handles the $2bn plus US account.
Starcom Mediavest Group also has a handle on some territories in Europe, after taking accounts from MediaCom in 2010.