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Omnicom, WPP Benefit From Bayer's Global Consolidation

  • Adweek, Sunday, February 14, 2010 11:51 PM
Bayer HealthCare has consolidated its global marketing services duties at Omnicom Group and WPP Group after a review. BHC has awarded international media duties to WPP's GroupM after a parallel review. The marketing services consolidation involves some 50 brands from four subsidiaries: Bayer Schering Pharma/Bayer HealthCare Pharmaceuticals, Bayer HealthCare Animal Health, Bayer HealthCare Consumer Care and Bayer HealthCare Medical Care.

BHC, a unit of Bayer AG, spends about $800 million globally in media each year. The creative shift involves roughly half that expenditure and the media assignment represents about 80% of the total spend. As a result of the consolidation, work now handled by more than 400 agencies around the world will shift to WPP and OMC shops. Bayer expects to complete the shift within 18 to 24 months.

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