Bayer in review, looking to consolidate agencies

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Bayer HealthCare put its global account into review, and plans to make decisions and finalize negotiations by the end of the third quarter.

According to a report in Advertising Age, the account is worth at least $1 billion. The review will include roster shops that currently work on Bayer's brands, according to Ad Age.

Susan Yarin, directory of global communications at Bayer HealthCare, called the global review a “Creative Sourcing Initiative,” and said the project “will include a review of the company's processes, partners and overall approach in the areas of creative services and media buying.”

Yarin said that in addition to creative and media buying, the review would cover “medical education, digital and public relations…on all brands.” The entire process is expected to be completed during 2010, said Yarin.
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