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Bcom3 Folds Ayer Into Kaplan Thaler

CHICAGO—N.W. Ayer, one of the nation’s oldest agencies but, in recent years, a shadow of its once-formidable self, is being folded into The Kaplan Thaler Group by parent Bcom3, the Chicago-based holding company said. Ayer’s clients, which will be assumed by Kaplan Thaler in New York, include Continental Airlines, KitchenAid, Charming Shoppes and Villeroy & Boch. Bcom3, also parent of Leo Burnett and D’Arcy Masius Benton & Bowles, agreed last month to be acquired by the Pub licis Groupe in a deal estimated at $3 billion.

Element 79 Spot Backs Gatorade Water Launch

CHICAGO—The national launch of Gatorade’s Propel brand of water is backed by a 30-second TV spot from Element 79 Partners here that, through special effects, has drops of water from a faucet morphing into various athletes.





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