Credit: Vitaly Gariev via Unsplash
Bayer’s Consumer Health division has named Interpublic Group (IPG) global agency partner across creative, production and media, consolidating marketing for brands including Aspirin, Bepanthen, Claritin and Canesten.
The appointment, which covers all markets, will see IPG lead an integrated model designed to streamline Bayer’s global brand efforts while allowing for local market nuance.
IPG took the account from WPP's EssenceMediacom, which help the account since 2021.
“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 David Evendon-Challis from Bayer's Consumer Health division.
“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.”
Philippe Krakowsky, chief executive of IPG, said the partnership was a significant win.
“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,” Krakowsky said.
“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.”
The new model is built on a flexible structure designed to combine global scale with local responsiveness, including the use of GenAI to drive more personalised content and media delivery.
Bayer said the new structure would be fully operational from January 1, following a transition period.
Anathea Ruys, CEO at UM Australia, welcomed the appointment.
“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,” Ruys said.
“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.”
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