Toiletries and pharmaceutical giant Glaxo SmithKline is reviewing its $600m consolidated media buying account.
The company will appoint one of the four incumbent media buying agencies on its roster, which include Havas-owned Media Planning, WPP's The Media Edge, MediaCom, owned by Grey Global and Media Direct Partners, an offshoot of Initiative Media.
Planning is currently split between the former SmithKline and Glaxo shops, and is not part of the review.
The consolidation has been expected since the two companies finally merged in December last year, holding between them brands such as Nicorette, Tums and Macleans.
All four agencies are expected to pitch in mid-February, with a decision expected by March.