GSK consolidates Pfizer consumer brands under Publicis unit

GlaxoSmithKline has awarded Publicis Media and its bespoke platformGSK more business, adding the former Pfizer Consumer Healthcare brands to its portfolio. The unit already held GSK consumer health's estimated $1.5 billion media account.

The latest move, decided without a review, adds an estimated $400 million in media buying and planning with Pfizer brands such as Advil, Centrum and Caltrate now joining platformGSK. GSK and Pfizer finalized the all-equity transaction joining the two consumer health product groups in August; GSK retains a majority 68% stake in the joint venture.

"We are thrilled to extend our partnership with GSK to span the legacy Pfizer Consumer Healthcare business as well. A testament to the strength of the platformGSK model and the work we are delivering together, we look forward to driving further transformation and results across the consolidated business," platformGSK said in a statement.

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