PROFILING AMERICA'S BIGGEST AD SPENDERS;#58 BAYER AG

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U.S. AD SPENDING ($ in thousands)By media19941993% chg

Magazine11,535By top brand19941993% chg

Alka-Seltzer remedies 58,647SALES & EARNINGS ($ in millions)Worldwide19941993% chg

Sales 26,415U.S.19941993% chg

Sales7,128Division sales 1994HEADQUARTERS

Bayer AG/51368 Leverkusen, Germany/Phone: (011) 49 214 301.

Bayer Corp/One Mellon Center/Pittsburgh, Pa. 15219-2502/Phone: (412) 394-5500.

PERSONNEL, BRANDS, AGENCIES

CORPORATE: Margo L. Barnes, sr vp-corp comms; Sande Deitch, mgr-pub affairs.

Science Literacy Program: Dymun/Nelson & Co., Pittsburgh. Linda Topoleski, acct mgr.

AGFA DIV: 100 Challenger Rd./Ridgefield Park, N.J. 07660/Phone: (201) 440-2500. Dionn Tron, vp-corp comms. Photo Imaging Systems: Urs Stampfli, vp-mktg. Graphic Imaging Systems: Christian Aumond, vp-mktg PPS; Mark Sullivan, mgr-mktg comms. Technical Imaging Systems: Vishal Wanchoo, vp-mktg; Tom Colucci, mgr-mktg comms.

Agfa photographic film, paper, chemistry, Agfa & AgfaCopal photoprocessing equipment: McCann-Erickson Worldwide, New York. Yvonne Heiser, sr acct exec.

Agfa electronic prepress equipment & systems, photographic prepress prods (films, papers, chemistry & Agfatype): Anderson & Lembke, New York. Lisa Bisk, acct exec.

Agfa medical and industrial diagnostic prods, micrographics and document systems, Agfa motion picture film: In-house.

AGRICULTURE DIV: 8400 Hawthorn Road/P.O. Box 4913/Kansas City, Mo. 64120-0013/Phone: (816) 242-2000. V. Elaine Osborn, mgr-community & div svcs.

Crop protection & specialty prods: Valentine-Radford, Kansas City, Mo. Ron Miller, mgr-adv, Graeme Blasdel, acct super.

Animal health prods: Stephens & Associates, Overland Park, Mo. Pat Hall, mgr-adv, Chuck Stephens, pres.

CONSUMER CARE DIV: 99 Cherry Hill Road/Parsippany, NJ 07054/Phone: (201) 331-6400. Doug Bellaire, vp-mktg, established brands; David Noon, vp-mktg, analgesics.

Alka-Seltzer, Alka-Mints, Phillips' Milk of Magnesia: McCann-Erickson Worldwide, New York. Hank O'Brien, exec vp-grp acct dir.

Alka-Seltzer Plus: Foote, Cone & Belding, Chicago. Terry Peigh, sr vp-grp acct dir.

Bayer Aspirin: BBDO Worldwide, New York. Tom Sebok, vp-acct dir.

One-A-Day, Flintstones, Mycelex-7, Midol: Tatham Euro RSCG, Chicago. Brian Hurley, sr ptnr-grp acct dir.

Stridex, Campho-Phenique: Freedman/Montgomery, New York. Norm Freedman.

PHARMACEUTICAL DIV: 400 Morgan Lane/West Haven, Conn. 06516/Phone: (203) 931-2000. Pharmaceuticals: Gerald B. Rosenberg, sr vp-US pharmaceutical opers; David J. Stellingworth, vp-prod mktg. Biologicals: James Patchen, vp-mktg.

Cipro tablets, Cipro IV, Trasylol: Lyons/Lavey/Nickel/Swift Inc, New York. Joe Noel, sr vp-acct grp super

Adalat CC, Nimotop: Carrafiello-Diehl & Associates, Irvington-on-Hudson, N.Y. Tom Shea, sr vp-acct grp super.

Gammimune-N, Kogenate: Health Dimensions, Teaneck, N.J. Sonia Mahler, exec vp.

DIAGNOSTICS DIV: 511 Benedict Ave/Tarrytown, NY 10591/Phone: (914) 631-8000. Centralized and alternate care diagnostics sys: Clyde Grimm, vp-sls, mktg & svcs.

Diabetes: Abelson-Taylor, Chicago. Sam Nourtsis, acct super.

Urine Chemistry: Goble & Associates, Chicago. John Emgenbroich, acct exec.

Central Lab (clinical chemistry, hematology, immunodiagnostics): Lehman-Millet, Boston. Bruce Lehman, pres.

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