Glaxo media account to Media Edge

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Glaxo Wellcome, Research Triangle Park, N.C., awarded its estimated $100 million U.S. direct-to-consumer prescription drug media-buying account to The Media Edge. The assignment previously was handled by more than 13 roster agencies. A non-binding letter of intent has been signed and the two are working on finalizing a contract for 1998. Glaxo last March invited more than 15 agencies to participate in the review and narrowed the list to Grey Advertising, Zenith Media and Media Edge in late May. Grey Healthcare continues to handle creative for Flonase allergy nasal spray, Serevent and newly launched Flovent asthma treatments but it loses the media-buying accounts totaling over $60 million.

Copyright July 1997, Crain Communications Inc.

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