Campaigns slugged it out in a four-agency shootout, which is believed to have included Optimedia, Dentsu and Starcom."GlaxoSmith Kline put the AOR account up to pitch as part of a global process of unbundling creative from the media process, said Lito Pangilinan, Campaigns general manager and chief operating officer.
Pangilinan said the brief asked for the development of an integrated media recommendation for two brands as a test case, running for the July-December period. "We were also made to present how it would extend to 2003 for the two brands, he added.
Campaigns also presented a cost per tarp (target audience rating points) for various demographic segments as an indication of its negotiating skills.
"It was an exercise to compare an agency's cost per tarp, Pangilinan added.
In the review, GlaxoSmith awarded 30 points for buying and accountability, 20 points each for strategic planning and knowledge of new media as well as media research.
Campaigns had been an incumbent on GlaxoSmith's agency roster for the past six years.