Maxus’ hold on the lucrative GlaxoSmithKline (GSK) media account in Australia has been secured after the pharma and consumer healthcare company consolidated the bulk of its global media buying and planning with GroupM.
Earlier this year, GSK opened talks with networks as it looked to find a global network to take on the $1.5bn account.
GroupM chairman and CEO John Steedman confirmed to B&T that Maxus has held on to the media planning and buying locally that it’s held since 2012, when it took the account from Naked, which inherited it from BellamyHayden.
AdWeek reports that GroupM, which had worked for the company in Latin America, Asia and Greece, will manage the rest of the world, adding markets like Europe, while the global review spells the end of the Publicis Groupe's Starcom and Dentsu's Carat on its roster.
In Japan, Dentsu will retain GSK’s media buying, where it will work alongside GroupM.