MullenLowe Snares Bayer’s Global Creative

MullenLowe Snares Bayer’s Global Creative

IPG’s MullenLowe has been appointed Bayer pharmaceuticals global media partner.

The agency will work across Bayer Consumer Health’s global brands Bepanthen, Berocca, Canesten, Elevit, Iberogast, Redoxon, Rennie and Supradyn.

B&T understands that Omnicom also pitched for the business, while incumbent Wunderman Thompson declined to pitch this time around.

The Interpublic network will also handle integrated campaigns, digital and content for Bayer Consumer Health products. The new relationship will begin in January 2020.

Omnicom’s BBDO will continue to work on certain other Bayer Consumer Health brands including Aspirin, Aleve and Claritin, a spokeswoman said. BBDO was also last week was appointed to a separate account in the company’s US Crop Science division.

Patricia Corsi, global chief marketing and digital officer at Bayer Consumer Health, said: “The decision was based on a number of criteria, including strategic approach, creativity, expertise, ways of working and collaboration.

“These criteria were put to the test throughout the process, which ended in a ‘pitch in a day’ workshop that simulated the real-life creative process, from briefing to proposal to consumer testing. With MullenLowe Group, I am confident that we have a partner who will help us accelerate our modernised marketing approach.”

Alex Leikikh, global chief executive officer of MullenLowe Group added: “Bayer is a hugely exciting win for MullenLowe Group – a major global marketer with an ambitious global CMO and marketing team who want to modernize and digitize the consumer healthcare marketing model.

“As ever, I’m very proud of our team for their passion, strategic thinking and creativity during this innovative pitch process – we can’t wait to get started with this new global partnership.”

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