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Bayer Selects Lehman

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Projects Open Door to Multiyear Contract

BOSTON--Lehman Millet last week landed its largest account to date after being named agency of record for pharmaceutical giant Bayer AG's diagnostic laboratory and point-of-care testing divisions.
Agency president Bruce Lehman estimated billings to be in excess of $3 million. The account had been handled by CRE in Indianapolis, which participated in the review.
"[Lehman Millet's] presentation was the most attractive and met our needs best," said Amy Samaha, manager of group marketing communications with Bayer Diagnostics in Tarrytown, N.Y.
The Boston agency was awarded a three-year contract, which will be reviewed at the end of each year, according to Samaha. "We wanted to do more of a strategic alliance, a long-term activity," she said. "It was really important to make this a partnership."
Lehman Millet, which previously worked for the client on a project basis, first will create a business-to-business campaign targeting hospital administrators, doctors and laboratory workers for a new product to be introduced in the spring.
The campaign will break in June and coincide with the product's launch in Europe, Lehman said. The push will consist of both print and Internet-based ad efforts as well as a public relations campaign both domestically and in Europe, Lehman said.
The agency's two-person London office, run by Nicholas Jeffery, was cited by Lehman as a significant factor in the win. That outpost plans to hire additional staff, although the majority of the work for Bayer will be done in the Boston office.
"[Business-to-business accounts] are really the roots of the agency," Lehman said. "We've been involved in this category since we started in 1979, which makes the win even more sweet. There are only a handful of legitimate top-tier companies that are potential clients, and the opportunity to service one of these is wonderful."
Bayer Diagnostics manufactures blood glucose monitors, urinalysis systems and diabetes care products. Lehman Millet in 1995 created a promotional campaign for the Bayer Immuno 1 system.