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.