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Bayer HealthCare, a subsidiary of German giant Bayer AG, is launching a review of its media planning and buying duties for its U.S. consumer-care division.
Initiative handles buying and OMD handles planning for the $180 million account, writes AdAge.
Bayer’s products in the U.S. include Alka-Seltzer, Bayer Aspirin, Aleve and One-A-Day Vitamins. Jane Twyon Inc. of New York will run the review, which according to TNS Media Intelligence topped $200 million in spending in 2005.
Executives familiar with the situation say that Initiative plans to participate in the review, while OMD’s plans are unclear.
Two weeks ago, it was reported that Johnson & Johnson has plans to launch a global media shakeup in the wake of its purchase of Pfizer’s over-the-counter drug brands.
In related news, Bayer plans to reintroduce its famous “Plop, plop, fizz, fizz” jingle this winter with a new take. Musicians are being asked to update the original jingle. Four finalists will be chosen by early January, and a winner will be voted on over the internet. The winner will receive $10,000 and the new version will be broadcast during the Super Bowl pregame show.
Doritos is also planning to unveil a consumer-generated ad during the Super Bowl, as is Chevrolet and the NFL itself.
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Titan Worldwide has signed a five-year deal with the Delaware River Port Authority to manage out-of-home advertising for the Port Authority Transit corp.
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Publicis has acquired full-service agency W&K Communications, continuing its Asia expansion that began several years ago.
W&K will be pulled under the umbrella of Publicis’s Burnett agency network, and will be renamed Leo Burnett Beijing Advertising, writes Adweek.
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