Gotham Lands Medco After Review

NEW YORK Interpublic Group’s Gotham has won creative and media duties on Medco Health Solutions following a review in which it bested an undisclosed finalist, the client confirmed. Billings were not disclosed, but sources projected them at $4-5 million.

Medco, which manages pharmacy benefits for corporations, HMOs, unions and federal employees, selected the New York shop on the strength of its creative presentation, which gave the brand “energy and life” in a “very distinctive way,” said Jack Smith, chief marketing officer at the Franklin Lakes, N.J., client. Smith also knew Gotham from his days as CMO at Empire Blue Cross and Blue Shield, another agency client.

For Medco, Gotham will create print ads and direct mail targeting top corporate executives and benefit administrators. The ads will run in national newspapers, medical journals and magazines geared toward administrators, said agency vice chairman Martin Smith, who will manage the account.