Glaxo Wellcome names Media Edge to $150m US media account

- Glaxo Wellcome has appointed The Media Edge, New York, to its consolidated $150 million (£92.5 million) US media buying and planning account following a three way competitive pitch.

- Glaxo Wellcome has appointed The Media Edge, New York, to its consolidated $150 million (£92.5 million) US media buying and planning account following a three way competitive pitch.

To win the business, Media Edge, which is part of Young & Rubicam, pitched against Optimum Media, also New York, and Western Initiative Media Worldwide, Atlanta. The initial long list considered for the business included 15 agencies.

The decision follows a move by Glaxo Wellcome to consolidate its direct-to-consumer media planning and buying, including the online side of the business, with one agency.

The Media Edge already handled media buying for Glaxo Wellcome, having been appointed in July 1997.

In addition, Glaxo has appointed the Interpublic Group owned Media Direct Partners as its direct response media agency of record.

Glaxo said it will continue to work with a variety of agencies in developing advertising strategies and creative approaches. It added that the Media Edge, and Media Direct Partners, will work together and with each of these agencies to integrate media planning and buying strategies for each product group.





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