Amgen Launches $40 Mil. Media Review

LOS ANGELES Amgen has begun a media buying review for an undisclosed assignment estimated at $40 million in billings, sources said.

Requests for information were due back last week at the Thousand Oaks, Calif.-based pharmaceutical advertiser.

Select Resources International, West Hollywood, Calif., is assisting in the review, the first since the consultancy added media agency veteran John O’Connor as a senior partner last fall to pursue media-only reviews and media agency clients [Adweek, Sept. 2].

The assignment is for direct-to-consumer advertising, according to sources, something the drug maker has done little of to date. From January through November 2002, Amgen spent $3.5 million, per CMR.

Neither the client nor SRI were available for comment.