MindShare Throws Hat into Bristol-Myers $275m Media Ring

16 March 2001

WPP-owned MindShare has muscled its way into the race for the (estimated) $275 million media planning and buying account of pharmaceuticals manufacturer Bristol-Myers Squibb.

MindShare entered the contest after losing the Warner Lambert business when newly-merged drugs giant Pfizer Warner Lambert tapped Carat for its $700m consolidated media duties [WAMN: 14-Feb-01].

It is competing against three shops, all in the running since January: Interpublic’s Initiative Media, Bcom3-owned Starcom MediaVest Group and Zenith Media, the Cordiant/Publicis joint venture.

Bristol-Myers manufactures brands such as Excedrin and Enfamil, though haircare range Clairol, which is currently up for sale, is not part of the review. Creative duties are split between three New York shops: D’Arcy Masius Benton & Bowles, FCB Worldwide and Kaplan Thaler Group.

News source: Advertising Age - Daily Deadline