Pfizer is introducing a new regional media management structure, and has appointed MEC Global Solutions as its ‘strategic lead’ for its consumer healthcare brands in the EMEA region.

The pharmaceutical giant, whose brands including Viagra, pain reliever Advil and ChapStick lip balm, has previously managed media on a local level, with market teams reporting to the global function in New York.

However, with its business growing in Europe, Pfizer has opted to introduce a new management layer, to ensure it is better equipped to deal with the complexity of the EMEA region.

MEC’s Global Solutions team will operate as strategic partner across EMEA, working with GroupM agencies in individual markets to deliver “consistent best practice”.

As part of the review, MEC has also added Pfizer’s media accounts in the UK, Ireland, Russia and the Netherlands.

Allison Coley, client president at MEC GS, said: “We are delighted to have been selected for this strategic role. Pfizer Consumer Healthcare is a large and prestigious business and we see this appointment as recognition of our excellence in strategic planning and experience in coordinating an extensive network of local teams.”

Last month, Pfizer’s proposed $160bn mega-merger with Dublin-based pharma firm Allergan collapsed, sending shock waves through financial markets.