Hoffmann-La Roche awards Xenical media to Media Marketing Solutions

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Hoffmann-La Roche awarded general media-buying duties for fat-fighting drug Xenical to Media Marketing Solutions, which also retained influenza drug Tamiflu, according to Loretta Volpe, president-CEO of the shop. Combined the accounts are estimated at $50 million. Media Marketing is a small Young & Rubicam-owned agency which handles accounts its Media Edge cannot. Media Edge does media for Glaxo Wellcome, which markets Tamiflu competitor Relenza. Lowe Lintas & Partners Worldwide, New York, handled media for Xenical's launch. Included in the review were SFM/Media Planning and Zenith, both New York. A Roche spokesman did not immediately return a call seeking comment. An agency review was initiated in September with requests for proprosals sent out from AAR/Bob Wolf Partners, New York.

Copyright October 2000, Crain Communications Inc.

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