NEW YORK – Eckerd Drug has awarded its $20-million media buying account to TelePrograms Marketing of Los Angeles, the first time that a company specializing in marrying local promotions with traditional media buying has been named media agency of record for a major advertiser. Eckerd and TPM will effect an even tighter link between media buying and actual retail activity, which has been a growing area of interest among major marketers.
Copyright Adweek L.P. (1993)
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