Abbott to carry out media agency review

Abbott is holding a review of its media and PR agency arrangements, prompted by its momentous split into two separate companies this week.

A recent report from Ad Age revealed that the healthcare company has begun a review for a large portion of its media business, which is worth nearly $300 million (185.69 million pounds), with the strategic analysis to focus on the new pharmaceutical business AbbVie.

WPP agency Mindshare is the incumbent on the account, having worked alongside Abbott since taking over from Publicis Groupe's Starcom MediaVest Group in 2010.

Should a change of agency take place, it would represent another step in the evolution of Abbott and AbbVie, the separation of which took effect on January 2nd 2013 and marks the most significant structural change in Abbott's history.

The company's research-based pharmaceuticals division will now operate as a standalone business, while the Abbott brand will focus solely on diversified medical products, nutritional products and generic therapies.