$150 Mil. Drug Media in Review

Staff Reports
Ex-Bedford Consultant Coordinating Search
ATLANTA–Media agencies from around the Northeast, Southeast and Southwest are queuing up for a shot at an undisclosed $150 million healthcare/pharmaceutical buying account. The review is being spearheaded by a consultant in Atlanta.
The pitch is being conducted by Rich O’Gorman, who recently started his own consultancy, according to sources.
O’Gorman previously worked at The Bedford Group, an Atlanta-based consultancy that conducts agency reviews as part of its services. He could not be reached at press time.
Agencies contacted by O’Gorman last week were told that a healthcare/pharmaceutical client had its media buying business in review and that the budget was $150 million. The name of the client was not revealed, and the initial questionnaire that accompanies the review has yet to be issued.
While part of The Bedford Group, O’Gorman was said to have been instrumental in the Glaxo Wellcome review in early 1997, which eventually went to The Media Edge in New York. Gorman was also involved in Bell Atlantic’s $125 million media review earlier this year.
In that Glaxo review, the other finalists were J. Walter Thompson; Grey Advertising; TeleVest; and Western International Media.
Glaxo officials could not be reached at deadline.