Interpublic Group has been chosen to spearhead global media, creative, and production duties for Bayer’s consumer health portfolio.

Again, this followed after a high-stakes agency review.

Bayer highlights a decisive shift

Meanwhile, the  win marks a significant shift as Bayer pointed to the forthcoming union of Interpublic and Omnicom.

Also, it stated that it is expected to finalise before year’s end as a decisive factor in awarding the assignment.

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According to the agency, the combined strength of both networks, Bayer noted, offers a scale of talent and capability that will reshape how its brands connect with consumers worldwide.

Incumbents and spending estimates 

previously, Omnicom held portions of the business, alongside WPP.

With this, industry estimates from COMvergence put Bayer’s global media spend at approximately $750 million, with $200 million of digital handled in-house.

Bayer’s household health brands

Moreover, the consumer health division includes a lineup of household staples such as Bayer Aspirin, Claritin, Bepanthen, and Canesten.

Balancing personalization with efficiency

As a result of this, David Evendon-Challis of Bayer Consumer Health said the new agency structure reflects a balancing act between personalized brand engagement and operational efficiency.

“Interpublic delivered a vision that fused creativity  and advanced technology

In addition, it includes data-driven intelligence into a cohesive model fit for this new marketing era.

“We are enthusiastic about the possibilities once their integration with Omnicom is complete,” he remarked.

Interpublic emphasizes growth potential

Interpublic CEO Philippe Krakowsky described the partnership as a chance to amplify Bayer’s reach:

“These are powerhouse brands trusted around the globe.

By drawing from our full ecosystem and soon an even broader pool of talent and resources through Omnicom we’re positioned to unlock growth.

Impressively, it is through bold ideas, smarter media, and cutting-edge production.”