$70m Aleve account to BBDO

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Finalizing Aleve's shift to Bayer Corp., the pharmaceutical company is moving its estimated $70 million U.S. Aleve account to Bayer lead agency BBDO Worldwide, New York, from D'Arcy Masius Benton & Bowles. Roche Laboratories acquired the analgesic brand from Procter & Gamble Co. last summer; then in September Bayer obtained marketing rights for the brand.

Copyright February 1997, Crain Communications Inc.

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