Switzerland – Interpublic Group (IPG) has secured the role of global agency partner for Bayer’s Consumer Health division, tasked with driving creative, media, and production efforts across its brand portfolio.
Under the agreement, IPG will handle marketing activities for Bayer’s well-known self-care brands, including Aspirin, Bepanthen, Claritin, and Canesten.
Bayer said the move to an integrated agency model reflects its strategy to strengthen consumer trust and engagement across markets. The company also aims to leverage generative AI tools and capabilities to deliver more localised and relevant campaigns.
The new structure is intended to combine global consistency with local adaptability, while also giving Bayer stronger media-buying capabilities and more personalised content delivery.
“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 creativity 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,” he added.
Meanwhile, Philippe Krakowsky, chief executive officer at Interpublic Group, said the win highlights the importance of integrating creativity, media, and technology in today’s marketing environment.
“We are honoured and energised by Bayer’s decision. In today’s fragmented and fast-moving marketing environment, clients are looking for partners who can integrate creativity and media with data and technology in ways that are seamless and connected. What makes this opportunity exciting is the scale and ambition of Bayer’s portfolio — trusted brands with enormous reach and impact.”
He continued, “By bringing the full IPG ecosystem together, we will deliver bold ideas, smarter media, and technology-enabled production that accelerate growth, deepen consumer trust, and drive results across markets. We look forward to tapping additional talent and capabilities on Bayer’s behalf once we join forces with Omnicom.”
The new agency arrangement is expected to take effect on January 1, following a transition period.
Prior to this appointment, Bayer’s marketing operations were managed through multiple agencies. In 2019, the company brought on MullenLowe, part of IPG, to oversee creative for its consumer “power brands”, while Omnicom’s BBDO continued to handle others, including Aspirin and Claritin. On the media side, WPP’s MediaCom previously served as Bayer’s global full-service media agency.
