• by Joe Mandese  @mp_joemandese, April 9, 2007

Abbott Laboratories is close to finalizing a consolidation of most of its $200 million plus media planning and buying account that will split its business between two Publicis shops: MediaVest and ZenithOptimedia Direct.

While details are still being hammered out, executives familiar with the decision say all digital media and print and broadcast buying duties will be consolidated at MediaVest, while ZenithOptimedia Direct will pick up all broadcast direct response advertising buying.

Both agencies were incumbents and were finalists along with Interpublic’s Initiative North America unit, which had handled some of Abbott’s planning and buying for about 30 years leading up to the decision (MediaDailyNews, April 6). The roughly year-long review consolidates most of Abbott’s media, though Grey Advertising continues to handle corporate media as part of its recent win of Abbott’s corporate media account, and various brand agencies continue to handle planning for the Abbott divisions they represent. Abbott has six divisions operating in pharmaceutical, medical and nutritional categories.

While MediaVest was a planning roster shop prior to the review, it did not handle any of Abbott’s buying previously. The win caps off an incredible new business roll for MediaVest during the early months of 2007. During the first quarter, it picked up both retail giant Wal-Mart and fast-food chain Wendy’s for a combined $1.2 billion in new business.