• by Richard Whitman , Columnist, November 19, 2019

Bayer has added Interpublic’s MullenLowe Group to the agency roster for its consumer health division, which markets over 170 brands.

The appointment follows a formal review. MullenLowe will be responsible for brand and digital strategy and creative development for select global “power” brands including diaper rash preventative ointment Bepanthen, vitamin supplement Berocca, anti-fungal cream Canesten and others.  

The Group will also handle integrated campaigns for the portfolio of Bayer’s consumer health products across Europe, The Middle East and Africa.

The new relationship will begin in January 2020 and will be led out of the agency’s UK offices.

Omnicom’s BBDO will continue to work on other Bayer Consumer Health brands including Bayer Aspirin, Aleve and Claritin. Separately, BBDO also recently won AOR duties serving a portion of Bayer’s Crop Science Marketing division.