Bates USA

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Agency rating: 2

Bates USA, New York, was an active ingredient last year in several pharmaceutical companies' new ad plans. The agency picked up American Home Products Corp.'s Altace, additional assignments from TAP Pharmaceuticals and, without a review Pfizer's Bonine, Desitin, Rolaids, Visine and Zantac brands. Pfizer, however, took away its Lipitor business.

Bates lost about $40 million in billings but won $190 million in new business including The Borghese LLC, Geonet, Qwest Communications' Cyber Solutions and Verizon Wireless.

Creative work, under the direction of Worldwide Creative Director John Fawcett, kept restaurant founder Dave Thomas in the spotlight for longtime client Wendy's International.

Hyundai Motor America posted a 48.8% sales increase in 2000 vs. 1999 thanks in part to a TV and sports sponsorship campaign to introduce Sante Fe, its new SUV.

To bolster the creative efforts, Mr. Fawcett brought in Dominique Bigar Kahn as senior VP-creative manager of Bates USA and promoted Marcia Stone to deputy creative director of Bates North America.

Bates also expanded its marketing services capabilities last year by acquiring healthcare, technology and integrated marketing companies through its parent, Cordiant Communications Group.


Rumors regarding the likelihood of Bates' parent swallowing-or being swallowed by-another midsize agency continue to swirl.

Meanwhile, watch for the agency to fill its vacant North America CEO position, which opened up last year when Bill Whitehead was named president-chief operating officer of Bates Worldwide.

Last year's rating: 2

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