Media agencies miffed by RFP seeking deal data ;$40 mil DTC account believed to be for AstraZeneca.

Advertising Age, February, 2000 by Goetzl, David

A request for proposals circulating for a direct-to-consumer pharmaceutical account has upset some media buyers because of the proprietary information it seeks.

The RFP for an unnamed $40 million media buying and planning account asks agency officials the rate they paid to reach a specific demographic in a recent broadcast year and suggests that agencies that make the shortlist will have to submit a media plan for another client.

At least one prominent buyer who received the RFP from Atlanta consultancy Wannamaker/MMI has opted out, while another who may participate termed it "unfair."

The RFP is believed to be for a gastrointestinal-tract drug from drug giant AstraZeneca, possibly Nexium or Prilosec.

Wannamaker officials declined...

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