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Bayer CropScience Canada, will be changing advertising agencies to prepare for a younger generation of farmers. After over 20 years working with agricultural agency AdFarm, the company thought it was time to try a fresher approach and chose MacLaren McCann Calgary to take over the role. MacLaren McCann media services division, M2 Universal, has managed Bayer’s media planning and purchasing responsibilities since May 2010, easing the transition. Their first campaign is set to launch in fall 2011 and include direct marketing along with mass media advertising.