BAYER CONSOLIDATES
By Adnews Staff
Bayer AG of Germany announced yesterday that it has consolidated almost all of its worldwide consumer care products advertising with BBDO Worldwide of New York . The account includes brands such as Alka-Seltzer, Alka-Seltzer Plus, Autan, Bayer Aspirin, Baygon, Canesten and Philips Milk of Magnesia. Some local brands are excluded from the move and Tatham Euro RSCG of Chicago is keeping vitamins and feminine care products. The global billings for 1996 total $275 million(US). Bayer's Canadian division will decide in the next two weeks whether it will move its ad business from SMW Advertising to BBDO Canada, said communications manager Karen Schwartz. Both agencies are based in Toronto. Bayer Canada spent $307,000 on national advertising last year, according to Nielsen Marketing Research estimates. In the U.S., BBDO won the global business in a competition with DDB Needham Worldwide of New York and Foote, Cone & Belding of Chicago. Bayer decided to review its agency relationships after buying Sterling Winthrop's over-the-counter business. BBDO already had Bayer Aspirin in the U.S. and Alka-Seltzer in Japan. FCB also did some work for Bayer.