Bayer AG has picked New York-based BBDO Worldwide to handle advertising for virtually all of its consumer care products worldwide.
The New York offices of McCann-Erickson and Foote Cone & Belding also took part in the review.
Global advertising billings for Bayer’s consolidated consumer care business in 1996 is expected to be US$275 million.
The assignment includes brands such as Alka-Seltzer, Alka-Seltzer Plus, Bayer Aspirin, Canesten and Philips Milk of Magnesia.
It is still unclear how the Canadian business will be handled.
Karen Schwartz, public relations spokesperson for Bayer of Toronto, says it is too early to tell if the company will switch its account to bbdo.
SMW Advertising of Toronto is the agency for the Bayer’s consumer care products in Canada.
