Novartis readies $45 mil post-merger push

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Following final approval for the merger of Sandoz Pharmaceuticals Corp. and Ciba-Geigy into the world's second-largest pharmaceutical company, the new Novartis launches a global $45 million multimedia ad campaign next week via Ruder Finn, New York. Media will be handled by CIA Medianetwork International, London. The two units have six ad agencies between them and some observers expect a consolidation for brands including Maalox, TheraFlu and Tavist. Grey Advertising, New York, is the only shared agency, while Bates USA; Jordan, McGrath, Case & Taylor; and Publicis/Bloom handle business for one of the units.

Copyright January 1997, Crain Communications Inc.

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