Assignment Is for Rebranding of Diabetes Testing Products

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NEW YORK (AdAge.com) -- Bayer Diagnostics has tapped Omnicom Group's TBWA/WorldHealth, New York, to handle the rebranding of the company's diabetes testing products and services under the Ascensia label, a Bayer representative said.

The TBWA/WorldHealth, part of TBWA/Chiat/Day, will handle consumer marketing, and Lyons Lavey Nickel Swift, New York -- an Omnicom sibling with which TBWA/WorldHealth pitched -- will handle marketing to health-care professionals.

The business is estimated to be worth $20 million.

New global identity
The diabetes testing products are sold over-the-counter and currently carry a "Your Life. Your Way" tagline. Ascensia is the new global brand identity for Bayer Diagnostics' Glucometer diabetes franchise, which covers products to facilitate day-to-day diabetes management.

Also in the pitch, according to a person familiar with the matter, were units of Interpublic Group of Cos.' McCann-Erickson WorldGroup; a joint effort between Omnicom's Merkley, Newman Harty and KPR, both New York; and Gerbig, Snell/Weisheimer & Associates, Columbus, Ohio.

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