The company reduced its agency count in the region from 11 to three: D'Arcy Masius Benton & Bowles, Bozell Worldwide and Ogilvy & Mather Worldwide.
Among those cut in the process were J. Walter Thompson Co.; Saatchi & Saatchi in Australia and China; Leo Burnett Co. in Malaysia; AdWork! Euro RSCG Ball in Indonesia; International Advertising Agency in Taiwan; Basic Advertising in the Philippines; and Smith, Ross & Muir and Grey Advertising.
BIGGEST CHUNK TO DMB&B
DMB&B gained the largest chunk of business-the Mead Johnson nutritional brands, which account for more than half of the ad spending in the region. O&M was assigned personal care in Thailand and haircare and vitamins in China.
Bozell picks up personal-care business, over-the-counter consumer medicines and skincare brands in China.
Media duties for Southeast Asian markets, except for Thailand, China and Australia/
New Zealand, went to DMB&B. O&M picked up media assignments for Thailand and China.
Zenith Media, which has B-M Squibb business in some European markets, gained additional business in Europe, Australia and New Zealand. Zenith also gained business for Upsa, a pharmaceutical unit in France and also took about $5 million worth of U.S. spot media from JWT (AA, July 29).