Bayer has consolidated its global media account with GroupM’s MediaCom after a formal review. The company spends $680 million annually on measured media according to COMvergence.
MediaCom previously worked with Bayer across 65 markets and the consolidation adds key markets such as Germany, China and Russia as well the U.S. pharmaceuticals business to its remit.
In addition to traditional and digital media planning and buying the agency will contribute to Bayer’s broader marketing strategy utilizing data analytics consultancy Choreograph, the WPP unit created earlier this year via the merger of specialist data units at GroupM and Wunderman.
The agency will also support Bayer’s ongoing commitment to ‘Media For Good,’ that develops initiatives and leadership in the DE&I, sustainability and brand communications suitability spaces.
The companies said that consolidating the global business for the first time would deliver “enhanced best practice sharing, simpler ways of working, as well as consistency of approach, improved data and reporting.”
Costin Mihaila, Global Client President at MediaCom and Team Bayer head at WPP, will lead the account. The consolidation transition will be completed by Jan. 1, 2022. The pitch process was managed by MediaSense.
“We’re delighted to be expanding our relationship with MediaCom globally for the Consumer Health Division as well as the Pharmaceuticals US Business, after a fierce competitive process,” stated Patricia Corsi, Chief Marketing & Digital Officer at Bayer.
The agency proved, she added, “that it shares our vision and commitment to create a customized data-focused solution that will help us deliver on our Media for Growth ambition while also exceeding on its sustainability commitment and Media for Good vision.”
“Our new working relationship will enable us to see the bigger picture for Bayer and deliver smarter, more personalized and relevant messages across the business,” added Nick Lawson, Global CEO of MediaCom.