UNITED STATES GSK consolidates MediaCom mandate In the second quarter of 2008, in the United States, GlaxoSmithKline will pledge its $1 billion media budget to WPP Group's MediaCom. MediaCom, which is already the drug company's lead media-buying appointee, will take charge for a number of brands, including Citrucel, Tums, Nicorette, Levitra, FiberChoice, Oscal, Nicoderm and Beano. Other facilities that work for GlaxoSmithKline are: OMD by Omnicom Group, Optimedia by Publicis Groupe and Cos.' Campbell Mithun of Interpublic Group. BUDGET Y&R alongside BBH for LG's global creativity. The news of LG Electronics' decision to give Bartle Bogle Hegarty the $350 million assignment to manage its image and worldwide mobile communications was reported at the beginning of the month. Today, the company has agreed that Young & Rubicam will work alongside BBH in managing the brand's global creativity. Y&R will also be responsible for following the creativity in a number of key markets of LG around the world. DailyMedia of 12/18/2007 p. 32
