Roche Opens Direct Response Buying Review

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Pharmaceutical giant Roche, Nutley, NJ, has launched a review to choose an agency that will buy direct response media for its Tamiflu influenza pill.

Agencies participating in the review include Young & Rubicam's Impiric, which handles direct response buying for Tamiflu; Initiative Media's Media Direct Partners; and Media Marketing Solutions, also owned by Y&R.

AAR/Bob Wolf Partners, New York, is the advertising consultant on the review. The decision is due in October.

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