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
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
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
Media Direct Partners Inc. has annual billings in excess of $275 million and
is owned by the Interpublic Group of Companies.