A. Eicoff Forms New DTC Unit

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Industry sources project pharmaceutical companies’ spending on direct-to-consumer (DTC) advertising could top $1 billion in 1998, vaulting from just $25 million a decade ago.
To take advantage of that spectacular growth–fueled by changing government policies and the rise of the Internet as an information source–A. Eicoff & Co. here has formed Eicoff DirectHealth, specializing in DTC advertising.
Bill McCabe, a senior vice president at the agency, was named managing director of the direct-response agency’s new unit. He will oversee a staff of nine.
Several existing Eicoff health-related clients will be served by the new unit, among them Abbott Laboratories, Home Access Health and Johnson & Johnson.


AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in