Bayer has chosen Interpublic to handle global creative, production and media duties for its consumer health division.
It is the first time Bayer has consolidated all consumer health marketing activities with one holding company. B&T understands the move includes Australia.
Previously, the German pharmaceutical giant has worked with multiple agencies on creative, including MullenLowe and BBDO, and for WPP Media’s EssenceMediacom on media.
Bayer spends $720 million (A$1.09 billion) on media for its consumer health division each year, according to COMvergence.
It said that choosing an integrated agency across all brands and regions “represents a new era in how Bayer intends to grow consumer love and trust in iconic brands like Aspirin, Bepanthen, Claritin, Canesten and more”.
Bayer also noted that it is keen to work with Omnicom once it completes its global takeover of Interpublic later this year.
“Our new agency model addresses two competing forces in today’s marketing landscape – the need for more connection and individuality alongside greater efficiency and automation,’ said Bayer chief marketing and scientific officer David Evendon-Challis said.
“IPG understands how data, AI and creative must converge in this new era and came forward with a strong offering that brings together world class capabilities, innovative technologies, and creativity. We are excited for them to join with us on this journey and by the opportunity of what is possible when their planned combination with Omnicom is complete.”
Interpublic Group chief executive Philippe Krakowsky said that the group is “honoured” by Bayer’s decision.
“In today’s fragmented and fast-moving marketing environment, clients are looking for partners who can integrate creativity and media with data and technology in ways that are seamless and connected. What makes this opportunity exciting is the scale and ambition of Bayer’s portfolio — trusted brands with enormous reach and impact,” said Krakoswky, who will receive receive a $50 million ‘golden parachute’ payment as part of Omnicom’s acquisition deal.
“By bringing the full IPG ecosystem together, we will deliver bold ideas, smarter media, and technology-enabled production that accelerate growth, deepen consumer trust, and drive results across markets. We look forward to tapping additional talent and capabilities on Bayer’s behalf once we join forces with Omnicom.”
Anathea Ruys, CEO of UM Australia, was similarly enthused:
“UM Australia is thrilled be part of the Interpublic team that Bayer has chosen as its global agency partner across creative, production, and media for the Consumer Health Division. We are honoured to be responsible for some of the world’s most trusted and well-known brands in self-care—and we can’t wait to get started.”
Bayer expects to go live with the new agency structure in January after a handover period.
