Bayer consolidates global media duties with MediaCom

Pharmaceutical company Bayer has consolidated global media duties with WPP’s MediaCom following a pitch that saw three other agencies vying for the account. The agency will contribute to driving Bayer’s modernised marketing strategy, with best-in-class data and content integration as a key driver for business growth. The agency will also support Bayer’s ongoing commitment to "Media For Good", ensuring that both companies continue to develop their initiatives and leadership in innovation and development, sustainability and brand communications suitability.

Bayer previously worked with MediaCom across 65 markets, but this consolidation will add crucial markets such as Germany, China and Russia to its remit and ensure further synergies for both companies. MediaCom is the incumbent agency in Southeast Asia, covering Singapore, Malaysia, Indonesia, the Philippines, Thailand and Vietnam, which it retained as part of the global pitch. In Asia Pacific, MediaCom is already managing several markets that were out of scope for the pitch Hong Kong, Taiwan, South Korea and India. According to Bayer, consolidating the global business for the first time will also deliver enhanced best practice sharing, simpler ways of working, as well as consistency of approach, improved data and reporting. 

Costin Mihaila, global client president at MediaCom and Team Bayer lead at WPP, will head up the account, with full handover in the markets new to the agency taking place as of 1 January 2022. The pitch process was managed by MediaSense. The pharmaceutical company previously worked with PHD.

Patricia Corsi, chief marketing and digital officer at Bayer, said it is delighted to be expanding its relationship with MediaCom globally for the consumer health division as well as the pharmaceuticals US business. "The agency proved that it shares our vision and commitment to create a customised data-focused solution that will help us deliver on our 'Media for Growth' ambition whilst also exceeding on its sustainability commitment and 'Media for Good' vision," she added.

Nick Lawson, global CEO of Mediacom said, the agency is now in a solid position to deliver a step-change in media thinking and activation that drives growth and celebrates the good that the company's brands provide. Lawson added that the new working relationship would enable the agency to see the bigger picture for Bayer, and deliver smarter, more personalised and relevant messages across the business.

Separately, in 2020, Bayer's consumer health division began working with MullenLowe Group for brand and digital strategy as well as creative development globally for Bepanthen, Berocca, Canesten, Elevit, Iberogast, Redoxon, Rennie and Supradyn. Led out of the UK office, the agency was also responsible for integrated campaigns, digital and content for Bayer's portfolio of consumer health products across EMEA.

Photo courtesy: 123RF

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