Bayer has selected Interpublic to handle global media, creative and production services for its consumer health division after a formal review, the companies have confirmed. 

Bayer made a point of noting that part of the appeal is what the combined assets of IPG and Omnicom bring to the assignment once their acquisition is completed. That’s expected to occur by year’s end.   

Omnicom was an incumbent on the account as was WPP.  

Estimated media spending on the business is $750 million according to agency research firm COMvergence. About $200 million of that is digital spending managed in-house.

Brands within the consumer health division include flagship Bayer Aspirin, Bepanthen, Claritin, Canesten and more. 

“Our new agency model addresses two competing forces in today’s marketing landscape – the need for more connection and individuality alongside greater efficiency and automation,” said David Evendon-Challis from the Consumer Health Division of Bayer. 

 “IPG understands how data, AI and creative must converge in this new era and came forward with a strong offering that brings together world class capabilities, innovative technologies, and creativity. We are excited for them to join with us on this journey and by the opportunity of what is possible when their planned combination with Omnicom is complete.” 

Added IPG CEO Philippe Krakowsky: “What makes this opportunity exciting is the scale and ambition of Bayer’s portfolio — trusted brands with enormous reach and impact. By bringing the full IPG ecosystem together, we will deliver bold ideas, smarter media, and technology-enabled production that accelerate growth ... We look forward to tapping additional talent and capabilities on Bayer’s behalf once we join forces with Omnicom.”