Pharmaceutical company Glaxo Wellcome Inc. named Young & Rubicam’s The Media Edge as its general market media buying and planning agency of record and Media Direct Partners Inc. as its direct response media agency of record.
The selection follows a decision by Research Triangle Park, NC-based Glaxo Wellcome to consolidate its direct-to- consumer (DTC) advertising media buying and planning, including Internet buys, with one agency in an effort to improve efficiency, effectiveness, and return from its advertising.
In July 1997, The Media Edge was named agency of record for Glaxo Wellcome media buying. The decision to combine planning and buying was part of Glaxo Wellcome’s efforts to further consolidate and advance its management of media services supporting the DTC business. In arriving at this (AOR) selection, Glaxo Wellcome said it conducted a 15-agency review of agency planning and buying capabilities that included all planning incumbents, including The Media Edge, and other firms.
The Media Edge said it was selected based on a variety of criteria, including experience as a media planning/buying AOR, experience in buying major media categories, applied integration of media and targeting tools, staffing plans for the Glaxo Wellcome account, as well as general philosophies and approaches to the media marketplace. Billings were not disclosed.
Media Direct Partners Inc. was selected based on its ability to provide comprehensive direct response strategies, tactics, tracking systems, and pharmaceutical experience.
Glaxo Wellcome said it also will continue to work with a variety of agencies in developing advertising strategies, messages and creative approaches.
The Media Edge is the worldwide media services company of Young & Rubicam Inc. TME handles the global media planning and buying activities of Young & Rubicam Advertising and Wunderman Cato Johnson, in addition to serving media clients that are exclusive to TME. TME’s current domestic billings exceed $3 billion.
Media Direct Partners Inc. has annual billings in excess of $275 million and is owned by the Interpublic Group of Companies.