Bayer consolidates at BBDO

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Bayer AG on Tuesday consolidated nearly all of its consumer-care advertising--approximately $250 million worth--at BBDO Worldwide, New York. The announcement ended a review among BBDO, sister Omnicom Group agency DDB Needham Worldwide and True North Communications' Foote, Cone & Belding.

Helmut Ewers, advertising coordinator-consumer care at Bayer, said the German company had considered splitting responsibilities between two agencies along brand lines, but managers gathered at a company meeting in Spain last week overwhelmingly indicated they would prefer having one agency.

BBDO just edged out DDB for the solo honors, sources said, while FCB had too many potential conflicts. BBDO will take over global responsibilities for everything except media buying, which will continue to be handled country by country. BBDO probably will do media buying in some countries. The agency will be compensated based on a formula consisting of commissions plus performance-based bonuses.

FCB retains a corporate branding assignment in the U.S., worth about $30 million in billings. Tatham Euro RSCG, Chicago, also retains its U.S. business, including Flintstones and One-a-Day Vitamins, Mycelex-7 and Midol. Several others from Bayer's current roster of nearly 50 agencies around the world will retain local assignments.

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