CBSMedscape takes $30 million to JWT

Gilbert, Jennifer
September 1999
Advertising Age;9/20/1999, Vol. 70 Issue 39, p44
Trade Publication
This article reports on the selection of J. Walter Thompson USA, New York as of September 1999 as the first agency of record of CBSMedscape.com, Medscape's consumer healthcare Web site. The agency's first job is handling an estimated $20 million to $30 million fourth-quarter campaign. Billings could exceed $50 million in 2000, an executive close to the situation said. The selection followed a six-week review that included three other undisclosed agencies. ThomsonConnect, the direct marketing arm of JWT and its interactive division, JWT Digital, will develop a branding campaign for the new site that will include TV, radio, print, outdoor, online and direct mail. The agency also is developing an advertisement that will run in The Wall Street Journal the day www.cbsmedscape.com goes live.


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