Glaxo’s Media Decision

Glaxo-Wellcome said last Friday that it had awarded the majority of its estimated $150 million media planning and buying account to The Media Edge in New York.
A worldwide media services unit of Young & Rubicam, The Media Edge was chosen by the Research Triangle Park, N.C., pharmaceutical company as its general market media buying and planning agency.
A smaller but undefined percentage of the business has been given to Media Direct Partners of New York, which will be the client’s direct response media agency. MDP is owned by the Interpublic Group of Companies.
The Media Edge was initially assigned buying duties by Glaxo-Wellcome in July 1997. The client began a review in late 1998 to consolidate consumer-focused advertising media buying and planning with one agency for greater efficiency and financial economies.
According to a statement released by the client last week, more than 15 agencies were initially asked to submit proposals to the company, with five shops making presentations in subsequent review sessions. Two of those agencies were reported to be Optimum Media of New York and the Atlanta office of Western Initiative Media Worldwide.
The search was conducted by Atlanta consultant Rich O’Gorman, who referred all questions to the client.
“They’ve been our agency of record since July ’97, so we have some history with [The Media Edge], but we wanted to start this from a level playing field,” said Glaxo corporate communications manager Julie Dean about the lengthy review.
–with Jim Osterman