Bayer consolidates $752m media and creative accounts with IPG

The consumer healthcare division of Bayer has appointed Interpublic Group as its global agency partner for all creative, media and production.

The owner of brands including Aspirin, Claritin and Canesten picked IPG following a competitive tender, in what was described as a “new integrated agency approach”.

The announcement, which contains no details of which IPG agencies will work on the account, said the model will “deliver world-class media buying power” and connect with consumers using “content that is more personalised and responsive to their needs”.

“It is also built on a flexible operating model to scale brand-building activities with global consistency while maintaining local relevance,” Bayer said.

The new model is due to come into effect on 1 January. Bayer's global media spend in 2024 was $752m (£559.3m), according to COMvergence.

A Bayer spokesperson would not confirm which agencies would be working on the account, but told Campaign “dedicated regional hubs” with expertise across creative, media and production would be set up to support local markets, "enhanced through access to a global technology platform that will help scale the best campaigns and ideas".

"In the coming weeks, our teams will be working on the transition period, which includes handovers of existing work from the incumbent agencies."

WPP's EssenceMediacom has been the incumbent on the media side since 2021, while IPG's MullenLowe has held creative duties since 2019 in Europe, alongside Omnicom's BBDO in the US. Bayer has also worked with AnalogFolk.

David Evendon-Challis, executive board member and chief marketing and scientific officer at the Consumer Health Division of Bayer, said, “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. 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.”

IPG’s win comes as it prepares to be acquired by Omnicom, due to take place by the end of the year.

In the UK, MullenLowe has split its operations across two sites, with MullenLowe Global based at Bishopsgate and MullenLowe UK at Old Bailey. Bayer is one of its biggest accounts.

A MullenLowe spokesperson said: “MullenLowe 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. It’s an honor to be responsible for some of the world’s most trusted and well-known brands in self-care, and we can’t wait to continue.”

Fellow IPG shop FCB will also work on the account, according to a LinkedIn post by FCB Global.

Philippe Krakowsky, chief executive at IPG, said: “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. 

"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.”

EssenceMediacom has been approached for comment. Omnicom and AnalogFolk declined to comment.