Bayer Canada has followed Bayer AFG’s lead and consolidated advertising for consumer care products with bbdo.

The company will continue to use SMW Advertising of Toronto, which previously handled the entire account, for specific projects and brands not included in the consolidation.

This past December, Bayer AG named BBDO Worldwide as the agency to handle its consumer care products on a global basis, an assignment expected to be worth US$275 million.

Bayer Canada spent about $300,000 on media in 1994, according to A.C. Nielsen.