Bayer hands MullenLowe Group global ad duties for consumer health division

Bayer's consumer health division has selected MullenLowe Group to manage brand and digital strategy, as well as creative development globally for?Bepanthen, Berocca, Canesten, Elevit, Iberogast, Redoxon, Rennie and Supradyn. The agency will also be responsible for the?integrated campaigns, digital and content for Bayer's portfolio of consumer health products across EMEA. The appointment is effective January 2020 and will be led from the?MullenLowe Group UK office.

The agency will also oversee all creative and digital activation across all EMEA markets, with regional teams located in Germany,?Russia, Spain, Turkey and the UK. All relationships with Bayer's other global and local agencies remain intact.?Marketing has reached out to Bayer and MullenLowe Group for additional information.

Patricia Corsi, global chief marketing and digital officer at Bayer's consumer health division, said MullenLowe Group was appointed 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," Corsi added.

Meanwhile, global CEO of MullenLowe Group, Alex Leikikh, said he is very proud of the team for its passion, strategic thinking and creativity during the innovative pitch process.

"Bayer is a hugely exciting win for MullenLowe Group - a major global marketer with an ambitious global CMO and marketing team who want to modernise and digitise the consumer healthcare marketing model,? he said.

(Read also: Bayer to drop Monsanto brand name when acquisition concludes)

(Photo courtesy: MullenLowe Group's website)