Pharmacare is parting ways with MediaCom and will split its media buying and planning duties between GroupM stablemate Maxus and independent Atomic 212, AdNews can reveal.
The pharmaceutical, alternative medicine and cosmetic group, which an estimated ad spend of between $12 million and $25 million, depending on who you ask, has brands including Nature’s Way, Brut, Norsca, Aquasun, Redwin and Fat Blaster (see below for contrasting Brut and Fatblaster ads).
AdNews understands Pharmacare is likely to split the business bundling its retail brands together, and its medicinal brands seperately. Maxus is thought to be picking up the bulk of the work and the business.
All agencies AdNews contacted declined to comment on the pitch while Pharmacare had not responded at the time of writing.
Official confirmation of the pitch move is expected within the next week.
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