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In Brief: Bayer new image

This article was originally published in The Tan Sheet

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Executive Summary

Bayer new image: Firm contracts DDB Needham New York to create its new corporate image campaign, expected to be launched in the middle of the year, Bayer announces Feb. 20. DDB plans to emphasize Bayer's position "as a caring company committed to discovering and developing leading edge products that help to improve people's everyday lives," Bayer says. Billings are estimated to reach $9 mil. Bayer's previous focus was on gaining recognition for the Bayer name after the firm reacquired it from Miles. The account previously was handled by Foote, Cone & Belding, Chicago, under a three-year contract. DDB Needham Duesseldorf handles corporate advertising for the German parent company, Bayer AG...

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