Pharmaceutical giant Bayer awarded MediaCom its $ 800 million global media account following a competitive review.
The WPP agency previously handled the majority of Bayer’s media planning and purchasing in 65 markets, but has now added other parts of the world to its tenure, including Germany, China and Russia.
PHD previously held Germany and Russia, and Dentsu held China.
Countryside understands that MediaCom, Dentsu and IPG’s Initiative participated in the review while PHD did not.
This nomination provides an “integrated, data-driven solution for Bayer’s global consumer health and pharmaceutical brands in the United States.”
The global account will be led by WPP Bayer Team Leader and President of MediaCom Global Client Costin Mihaila.
MediaCom will be responsible for driving Bayer’s “modernized marketing strategy”, which is to use data and content integration to drive business growth.
The agency will support Bayer’s commitment to its “Media for good” initiative, which is focused on learning and developing, sustainability and the adequacy of brand communications.
MediaCom said the consolidation of the business would provide “improved sharing of best practices, simpler ways of working, as well as improved consistency of approach, data and reporting.”
MediaCom had held the global business in markets outside of the United States since 2010. In 2011 it took over the media functions of Bayer in the United States, while a few years later PHD had won media in five markets, including Bayer’s home country, Germany.
In 2018, the company partnered with S4 Capital’s MightyHive to do its programmatic media purchases in-house, aiming to support most of its digital media purchases in the region by 2020.
The award of new contracts to MediaCom will take place in January 2022.
Patricia Corsi, chief marketing and digital officer at Bayer, said the pharmaceutical company was “delighted” to expand its remit with MediaCom.
She added, “The agency has proven that it shares our vision and commitment to create a personalized, data-driven solution that will help us achieve our ‘Media for Growth’ ambition while also exceeding its development commitment. sustainability and its “Media for good” vision. I am convinced that together, we will achieve our ambition to be the best in our industry.
“While congratulating MediaCom, I would also like to take this opportunity to recognize and appreciate the partners involved in the review process for their professionalism, commitment and shared values with Bayer.”
MediaCom Global Managing Director Nick Lawson added, “We are now in a strong position to bring about a radical shift in media thinking and activation that drives growth and celebrates the good that the company’s brands have. offer.
“Our new working relationship will allow us to see the big picture for Bayer and deliver smarter, more personalized and relevant messages across the company. “
MediaSense supported Bayer during the review, which launched in June 2021.
Bayer is one of many global brands, including Chanel, Ferrero, Stellantis and Unilever, to review their agency arrangements this year after a lull during the worst lockdowns of last year.
