BRISTOL-MYERS REALIGNS BUSINESS
By Adnews Staff
J. Walter Thompson has lost millions of dollars in billings in a global realignment of Bristol-Myers Squibb's advertising. The move was made "to provide marketing efficiencies in the globalization of our advertising and marketing program," marketing services vice-president Peter Spengler says in a release. The New York-based multinational has switched its Clairol's Natural Instincts hair color in the U.S. from J. Walter Thompson of New York to Wells Rich Greene BDDP of New York. Thompson will continue working on Clairol's other hair color products such as Nice 'n Easy, Ultress and Loving Care. Wells Rich Greene already has the Clairol Herbal Essences account. Wells Rich Greene's sibling office in Paris, BDDP Worldwide, will handle Clairol products in Western Europe, including Britain and Ireland. The agency already creates ads for Bristol-Myers' USPA analgesics in Europe. The European Clairol business was with Grey Advertising's London office, which will continue to handle those brands in Eastern Europe, including Poland and Russia. Bristol-Myers' Mead Johnson division, which markets products such as Boost and Sustacal adult nutrition products, has moved the account from JWT's Chicago office to Wells Rich Greene and Bozell, Jacobs, Kenyon & Eckhardt of New York. In addition, Bozell, which already handles brands such as Excedrin, was given Excedrin PM pain reliever and Ban deodorant. Excedrin PM was with JWT of Chicago, while Ban was with Gotham Inc. of New York. Bristol-Myers Public relations director Anthony Carter said the realignment would not affect Canada. The company's Canadian agencies are: JWT of Toronto and Sudler & Hennessey/Gall and Academie-Ogilivie Communications, both of Montreal.