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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.
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