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Bristol-Myers Squibb shuffles assignments

Published on .

In round two of its plans to consolidate its advertising agencies globally, Bristol-Myers Squibb, has made major reassignments in the Asia/Pacific region with D'Arcy Masius Benton & Bowles getting the bulk of the ad budget. "DMB&B comes out at the No. 1 agency in the region," said Peter Spengler, VP-marketing services for Bristol-Myers.

The company has gone from 11 ad agencies in the region to three: DMB&B, Bozell Worldwide and Ogilvy & Mather. From the media end, Bristol-Myers now has one major agency in each market. Zenith Media, which already had Bristol business in Europe, gained U.S. spot media that was formerly at J. Walter Thompson USA, New York, and media in Australia and New Zealand that was formerly handed by local agencies.

Media responsibilities for Southeast Asian markets, except for Thailand and China, were given to DMB&B. Media assignments for Thailand and China were given to O&M.

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