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Agency reviews are typically welcomed by those asked to participate.
But media executives who prepared answers to the Glaxo Wellcome questionnaire for its estimated $100 million consolidated media planning and buying account are starting to wonder if they will be needing Zantac 75 (shown here), the drug giant’s stomach ulcer medicine anytime soon.
The problem? Glaxo’s three-page quiz was unusually detailed. Unnecessarily so, some sources said.
‘Nightmare’ stories of media staffers pulling midnighters and rushing to Federal Express with hundreds of pages in hand have come from several New York shops.
‘It was a horrible experience,’ one source said.
Among other things, respondents were asked to summarize their buying experience and discuss recent recommendations for clients, for each medium.
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