Pharmaceutical giant Bayer has 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 buying in 65 markets, but has now added other parts of the world, including Germany, China and Russia, to its remit.
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.
The appointment provides an “integrated, data-driven solution for global consumer healthcare brands and Bayer’s pharmaceuticals in the United States.”
The global account will be led by Costin Mihaila, Head of WPP’s Bayer Team and President of MediaCom’s Global Customer.
Medicom will be responsible for driving Bayer’s “modernized marketing strategy” of using data and content integration to drive business growth.
The agency will support Bayer’s commitment to its Media for Good initiative, which focuses on learning and building, sustainability and brand communications fit.
MediaCom said the business consolidation will provide “enhanced sharing of best practices, simpler ways of working, as well as consistency of approach, improved data and reporting.”
MediaCom had held the global business in markets outside the US since 2010. In 2011 it took over media functions from Bayer in the US, while a few years later PHD had gained media in five markets, including Bayer’s home country of Germany.
In 2018, the company partnered with S4 Capital’s MightyHive to in-house its programmatic media buying, setting a goal to in-house most of its digital media buying in the region by 2020.
The award of the new contracts to MediaCom will take place in January 2022.
Patricia Corsi, director of marketing and digital at Bayer, said the pharmaceutical company was “delighted” to extend its remit with MediaCom.
“The agency has proven that it shares our vision and commitment to creating a custom data-driven solution that will help us achieve our ‘Media for growth’ ambition while also exceeding its sustainability commitment and vision. ‘Media for good.’ I am confident that together we will achieve our ambition to be the best in our industry,” she added.
Nick Lawson, Global Managing Director of MediaCom, added: “We are now in a strong position to bring about a step change in thinking about and enabling media that drives growth and celebrates the good that the company’s brands deliver. .
“Our new working relationship will allow us to see the big picture for Bayer and deliver smarter, more personalized and relevant messaging across the business.”
MediaSense supported Bayer in the review, which was launched in June.
Bayer is one of several global brands, including Chanel, Ferrero, Stellantis and Unilever, to review their agency deals this year after a lull during the worst of the lockdowns last year.
This story first appeared on campaignlive.co.uk.
