Bayer is awarding its Companion Animal global account to a combined partnership between Omnicom's Proximity and BBDO following a competitive review. This is the first time Bayer has consolidated this account under one partnership, previously working with an array of shops.
An integrated global team will be led out of Düsseldorf with additional regional support from CLM BBDO in France, DLV BBDO in Italy, and Energy BBDO and Barefoot Proximity in the US. Additional specialist agencies from within Omnicom will also help service the business, as needed.
The full scope of the work encompasses strategy, creative, digital and branding. There is no word on the creative direction, though the assignment includes the Seresto, Advantix, Advantage and Drontal brands. The agencies’ first work will debut early next year.
"This is an opportunity to create personal, scalable and unmissable experiences for Bayer’s customers of tomorrow and we are delighted to be appointed to this significant, transformational assignment," said Mike Dodds, global president at Proximity Worldwide, adding that the agencies already had a relationship with Bayer having worked across the conglomerate's different divisions.