The European account was previously handled by Publicis/
MCD, Munich. The U.S. corporate advertising will remain with Foote, Cone & Belding, Chicago, said executives of the Bayer Corp. unit in the U.S.
$6 MILLION IN GERMANY
In Germany alone, Bayer will spend $6 million on the image campaign. The U.S. effort is budgeted at $10 million. The company has not decided how much it will spend in the rest of Europe and Asia.
Bayer in February invited DDB Needham and five other agencies to pitch: BBDO Worldwide, FCA!/BMZ, Grey and Rempen & Partner, all Duesseldorf; and Cologne-based Barten & Barten.
Bayer executives in Germany said they felt the previous image campaign and its slogan "Bayer-competence and responsibility" were not effective.
"We wanted a campaign which informed the consumers of our wide product range in an emotional and easy-to-understand way," said Christine Benn, manager of corporate identity at Bayer. "Early during the pitch, we were convinced that DDB had by far presented the most creative campaign but before deciding on a new agency, we had all campaigns tested."
BBDO, GREY ALSO HANDLE
Bayer's other main roster agencies internationally are BBDO and Grey. In December 1995, Bayer consolidated its Bayer aspirin and other consumer product accounts, then worth $250 million to $285 million, with BBDO. Grey handles a mixture of prescription and over-the-counter medicines in different markets around the world.
ANOTHER WIN FOR FLETTNER
The Bayer win is the second triumph for Klaus Flettner, who became chairman of DDB Needham's German operations on Jan. 1. His new team unexpectedly clung onto the $80 million Volkswagen account in Germany.
"The cooperation with Bayer has been excellent and to create an image campaign for the wide product ranges has been a challenge for the agency," Mr. Flettner said.