Mr. Bernardin would not comment on the reasons for the split or the brands handled by the agency at the relationship's end.
$47 million spent in 2001
Bristol-Myers Squibb, maker of Excedrin, spent $47 million in measured media on 12 Excedrin brands in 2001, according to Taylor Nelson Sofres' CMR. The marketer put most of its ad dollars against Excedrin Extra Strength Geltabs ($17.5 million) and Excedrin Migraine Pain Geltabs ($12.8 million).
Calls to New York-based Bristol-Myers Squibb were not returned at press time.