Publicis Media is developing a bespoke unit — platformGSK — to service pharma giant GlaxoSmithKline’s $1.5 billion-plus billion media account, pulling in different expertise from across the holding company’s healthcare, consumer strategy and digital business transformation units.
Publicis won the account late last week, outdueling incumbents PHD and MediaCom as well as a Dentsu Aegis Network entity.
The bespoke team will establish a single source of insights and reporting through a universal global data hub and will also deliver an end-to-end marketing platform through Publicis PeopleCloud.
PM will be responsible for GSK’s offline and digital global paid media strategy and planning in markets across the Americas (including direct-to-consumer in its pharmaceuticals business), Europe, Middle East, Africa, and Asia Pacific.
This pitch was largely procurement driven, say sources. The Groupe is currently responsible for creative across several GSK brands so this added assignment serves as a consolidation where the Groupe can better execute its "Power of One" strategy.
GSK, for its part, has underscored its intention to pay strict attention to cost during recent quarterly analyst calls.
ID Comms managed the review process for GSK.