TATHAM'S HALF CENTURY;A COMMEMORATIVE;TATHAM THE EXCEPTION TO BAYER CONSOLIDATION;FLINTSTONES AND MYCELEX 7 STRATEGIES PLEASE HEALTHCARE GIANT

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Doug Bellaire

VP-marketing, Consumer Care division, Bayer Corp.

The best testimony to our respect for Tatham is the fact that Bayer Consumer Care just consolidated agencies around the world with BBDO, yet Tatham kept their Bayer accounts.

They're the only agency in the world where we made an exception. That's definitely a tribute to them.

LINK GOES BACK TO '69

Our association with Tatham goes back to 1969, when they took on the account for Flintstones children's chewable vitamins. They helped us develop a marketing strategy that's been so successful that we now have a 35% share of that category.

That strategy led to a campaign called "Big World," which was built on the insight that kids must struggle to grow into the big world and that Flintstones vitamins are something moms can provide to help kids grow into that world.

CUTE VIGNETTES

The ads utilize cute, insightful vignettes of little kids trying to do big-world kinds of things. The campaign helped us build the business; it brought the brand to No. 1 and kept it there.

In fact, the creative has been excellent on all the businesses we have with Tatham-our children's vitamins, our adult vitamins, our women's health products.

LATE ENTRY

Their work on Mycelex 7 is another good example of brand building. Despite the fact we were a late entrant in the category and spent considerably less than those who were there before us, we were able to get the No. 2 share in the category. A lot of that had to do with the creative from Tatham.

They also provide a continuity of good personnel that has led to continuity of our message. We enjoy being partners with them.

And partnership is the key. From account management to the creative department to media buying, Tatham is the best partner we could hope for in creating good strategies and great advertising.

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