Gillespie Amasses Meds and Media

NEW YORK Direct-marketing shop Gillespie has added seven new clients in recent weeks, including healthcare accounts Medco and Dey.

Medco Health in Franklin Lakes, N.J., a pharmacy benefits manager owned by Merck & Co., has hired Gillespie Healthcare in Princeton, N.J., to spearhead direct marketing efforts for two undisclosed product lines. An agency representative would not elaborate on what it planned for the client.

Similarly, Dey, a California-based pharmaceutical company, has asked the unit to launch a direct-to-consumer educational campaign for its Epi-Pen product, an epinephrine injection designed to treat severe allergic reactions. The campaign will involve TV, print and Web advertising, said the rep.

The account acquisitions are expected to increase agency revenue by nearly 20 percent, said Gillespie Healthcare managing partner Jamie Peck. Interpublic Group’s Gillespie claims annual billings in excess of $240 million.

Gillespie’s Magazine Marketing Group will handle circulation renewal efforts for Nickelodeon and Nick Jr. magazines, as well as Scholastic’s Parent & Child and The New York Times Upfront.

The agency also will be responsible for a new branding initiative for the Education Testing Service’s Test of English as a Foreign Language. Gillespie will do the same for MediGuide, a medical assistance company, and Rhodia, a chemical manufacturer.

The details of those budgets were not disclosed.