AstraZeneca Expands Relationship With aQuantive Units

NEW YORK AstraZeneca has consolidated its online media planning and buying duties with Avenue A/NYC and i-Frontier, following a six-month review that included other undisclosed agencies, the winning shops said today.

As a part of the assignment, the two operating units of aQuantive, a Seattle-based digital-marketing-services and technology company, will oversee more than 30 of the pharmaceutical company’s brands, including Prilosec and Diprivan.

The consolidation expands a relationship that dates back to 1998, when i-Frontier landed online duties from the London-based client. The Philadelphia-based interactive agency, which was bought by aQuantive in December, has handled digital ad efforts aimed at the professional community for Nexium and both professional and consumer audiences for other brands. AstraZeneca has worked with Avenue A since 2001 on consumer-focused online advertising for brands such as Nexium, which is used to treat gastrointestinal ailments.

Online media planning and buying were previously handled in-house and by various agencies, including Net Plan Marketing and Cadient, both Philadelphia.

Billings were not disclosed.