Gotham ads running, but WebMD picks O&M

Petrecca, Laura; Snyder, Beth
August 1999
Advertising Age;8/9/1999, Vol. 70 Issue 33, p8
Trade Publication
This article reports on a decision by Internet healthcare company WebMD to switch advertising agencies without a review, as of August 1999. New York-based Ogilvy & Mather (O&M) will now shepherd the bulk of the marketing efforts of WebMD, estimated at more than $200 million over the next five years. That figure includes distribution and joint alliances. O&M first hooked up with WebMD through Healtheon Corp., already familiar with O&M. WebMD and Healtheon agreed to merge earlier this year, with the transaction expected to wrap up this fall. When asked why the company switched agencies so quickly, Reggie Bradford, chief marketing officer at WebMD, said this is the Internet and their business model is evolving so rapidly. Time is money and they needed to make a move. In addition, he said the strategic alliances of the company with CNN, Excite Lycos, MSN, Reader's Digest Association and Westwood One are expected to ramp up this fall.


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