Medco Picks Rapp Collins

NEW YORK Omnicom Group’s Rapp Collins, in partnership with sister shop Critical Mass, has won Medco Health Solutions’ direct marketing, public relations and interactive duties, sources said.

The selection came after a review after a review in which Interpublic Group units Mullen in Wenham, Mass., and Gillespie in Princeton, N.J., were the other finalists, per sources. Estimated billings are $20 million.

The finalists emerged in October after five shops made presentations to client executives in September.

Medco manages pharmacy benefits for corporations, HMOs, unions, insurance companies and federal employees.

Previously, Medco has used several shops for direct marketing, PR and interactive tasks. As such, the Franklin Lakes, N.J.-based client sought to consolidate the business at a single shop.

Not in play was an assignment handled by IPG’s Gotham here, which since 2004 has created brand image ads for Medco. Gotham also handles media planning and buying for Medco.

New York-based consultancy Alan Krinsky Associates managed the review. Krinsky referred calls to the client, where execs could not immediately be reached. The agencies either declined comment or could not be reached.