TITLE

Glaxo injects Grey with big DTC ad dose

AUTHOR(S)
Goetzl, David; Petrecca, Laura
PUB. DATE
November 1999
SOURCE
Advertising Age;11/29/1999, Vol. 70 Issue 49, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on Glaxo Wellcome's addition of advertising spending given to Grey Advertising for its Zyban and Wellbutrin direct-to-consumer drug accounts. The agency is expected to continue the drug's positioning as an antidepressant that does not cause sexual side effects. Consumer response measured in terms of calls to a special toll-free telephone number was strong. Grey is expected to try a brand-focused effort that mentions Wellbutrin by name. All six Glaxo accounts are handled internally by Grey's Over-the-Counter & Direct-to-Consumer Pharmaceuticals division, formed in the late 1998 as healthcare marketing drew an increased emphasis from top agency executives.
ACCESSION #
2584995

 

Share

Other Topics