Agencies line up to contest pounds 4m Bayer UK media account

The pharmaceutical company, Bayer, has put its pounds 4 million UK media planning and buying up for pitch, following the appointment of the incumbent, Universal McCann, to the conflicting pounds 40 million international media account of Glaxo (Campaign, last week).

The pharmaceutical company, Bayer, has put its pounds 4 million UK

media planning and buying up for pitch, following the appointment of the

incumbent, Universal McCann, to the conflicting pounds 40 million

international media account of Glaxo (Campaign, last week).



Universal resigned the account when it heard it had won the Glaxo

task.



Mediapolis and New PHD pitched on Wednesday of this week and a result is

expected soon.



New PHD’s sister company, Abbott Mead Vickers BBDO, holds the UK

creative account, and the global creative account is held within

Omnicom’s BBDO and DDB Needham networks. Mediapolis is linked to the

Euro RSCG network, which handles some of Bayer’s healthcare business in

the UK.



Bayer’s major brands are the anti-thrush treatment, Canesten, and the

indigestion and hangover remedy, Alka-Seltzer, which enjoys the bulk of

its advertising expenditure. Other brands include Soothe Lip Cold Sore

Treatment and Advantage Flea Control.



Alka-Seltzer mainly advertises on TV and won a silver at the British

Television Advertising Awards in 1997 for AMV’s acclaimed ’lifeboat’

execution.



Bayer’s last major new product launch was in 1997, with Alka-Seltzer XS,

a hangover tonic aimed at younger consumers. It spent pounds 1.5 million

on a TV campaign over Christmas 1997, with an ad that shows a worm

escaping from a bottle of Tequila and diving into a fresh glass of Alka

Seltzer XS solution. The ads were rerun this Christmas.



Fiona Smedley, joint managing director of Universal McCann, declined to

comment, and no-one from Bayer was available for comment as Campaign

went to press.



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