Bayer Environmental Science Names Agencies

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German-owned Bayer Environmental Science selected VML and Datacore Marketing, both in Kansas City, MO, to handle interactive marketing and database marketing responsibilities, respectively.


VML is now the interactive agency of record, winning new consumer communications business for Montvale, NJ-based Bayer Environmental's Bayer Home Health termite control products. Datacore will continue to work on database marketing.


"They formalized the partnership, gave us more business," said Kirsten K. Wheatley, marketing director of VML, a WPP Group PLC agency.


Bayer Environmental is part of Bayer CropScience LP, a maker of products for crop protection, biotechnology and markets like seed, consumer lawn and garden, turf, ornamental and professional pest management. Itself part of the Bayer Group, Bayer CropScience is based in Monheim, Germany.


VML and Datacore previously were working on the Bayer Environmental account, albeit not with the same status.


In a related move, Bayer Environmental named Colle + McVoy, Minneapolis, its agency of record for business-to-business and business-to-professional advertising. Colle replaces Valentine Radford, Kansas City, MO, and Ferrare & Fleming, Plymouth Meeting, PA. Both agencies participated in the review, as did Tierney Communications, Philadelphia.


The selected agencies are charged with developing marketing to support the goals of Bayer Environmental. They will work as a team within defined roles and charges.


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