MullenLowe UK is the lead agency in a big win for the Interpublic-owned agency: a number of pharma giant Bayer’s so-called “power brands” including Bepanthen, Berocca, Canesten, Elevit, Iberogast, Redoxon, Rennie and Supradyn, and integrated campaigns, digital and content for Bayer’s Consumer Health products across EMEA.
MullenLowe offices in Germany, Russia, Spain and Turkey will also be involved. The new relationship will begin in January 2020.
Bayer recently denied reports it was splitting with WPP’s MediaCom and launching a global media review. WPP’s Wunderman Thompson worked on some of the Bayer business going to MullenLowe. The German giant has struggled to consolidate US crop science company Monsanto which it bought for $63bn in 2018.
Bayer Consumer Health CMO Patricia Corsi says: “The decision was 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.”
MullenLowe global CEO alex Leikikh says: “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 As ever, I’m very proud of our team for their passion, strategic thinking and creativity during this innovative pitch process.”