Well, guess you can chalk this up to a sibling rivalry of sorts. G2 has confirmed that it’s no longer sharing the Eli Lilly account with Grey, the latter of which has fully taken over the business (Grey has worked with Eli Lilly since 1997). In the past, G2 had handled relationship marketing, direct and digital while Grey was responsible for the advertising.

Sources familiar with the matter are also telling us that while Grey will manage the account, it might have to outsource G2′s previous responsibilities on the pharma brand’s business to a third-party agency because of a lack of skill set. Of course, we’ll wait, see and let you know if and when we find out more.