The TBWA/WorldHealth, part of TBWA/Chiat/Day, will handle consumer marketing, and Lyons Lavey Nickel Swift, New York -- an Omnicom sibling with which TBWA/WorldHealth pitched -- will handle marketing to health-care professionals.
The business is estimated to be worth $20 million.
New global identity
The diabetes testing products are sold over-the-counter and currently carry a "Your Life. Your Way" tagline. Ascensia is the new global brand identity for Bayer Diagnostics' Glucometer diabetes franchise, which covers products to facilitate day-to-day diabetes management.
Also in the pitch, according to a person familiar with the matter, were units of Interpublic Group of Cos.' McCann-Erickson WorldGroup; a joint effort between Omnicom's Merkley, Newman Harty and KPR, both New York; and Gerbig, Snell/Weisheimer & Associates, Columbus, Ohio.