Allergan Sends US Media Account to Spark Foundry Following Review – Adweek

Pharmaceutical company Allergan has concluded a review by selecting Spark Foundry as its U.S. media agency of record, effective July 1, multiple sources with direct knowledge of the matter confirmed to Adweek.

According to a source familiar with the assignment, Spark Foundry will be tasked with media strategy and planning, content and analytics for the U.S.

Allergan spent over $378 million on measured media in the U.S. last year, down from over $448 million in 2017, and a little over $72 million in the first quarter of 2019, according to Kantar Media.

Longtime incumbent MediaCom did not defend in the review, according to a source with direct knowledge of the matter. Sources familiar with the review identified Omnicom Media Group, Horizon and Merkle as participating in the review process, which they said began last November.

Spark Foundry deferred to the client when asked for comment. Allergan declined to confirm or deny the news or to comment further.

It appears MediaCom was first designated as media agency of record for Allergan’s consumer brands in the U.S. without a review back in 2002 after previously handling media buying for its Botox brand.

Publicis announced its plans to merge Spark Foundry and Blue 449 into a single entity back in March. Later that month, Spark Foundry won the global media account for MCM Worldwide and media buying and planning duties for the Entertainment division of NBC.

Patrick Coffee contributed reporting to this story.

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