Glaxo consolidates DTC media at Media Edge

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Glaxo Wellcome has consolidated its $150 million to $200 million direct-to-consumer media buying and planning account at the Media Edge, New York. The decision follows a four-month review. Media Edge, a unit of Young & Rubicam, had handled buying for Glaxo, while planning was split among at least four agencies. In a related move, Glaxo shifted its direct-response media assignment to Media Direct Partners, New York, a unit of Interpublic Group of Cos. Wunderman Cato Johnson, New York, another Y&R unit, had handled.

Copyright March 1999, Crain Communications Inc.

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