Bayer’s consumer health unit has named Interpublic Group as its creative, production and media partner, integrating the work at a single agency to boost its buying power and leverage generative AI.
The unit, which Bayer touts as the third-biggest consumer health company in the world, sells over-the-counter products including Aspirin, Bepanthen, Claritin and Canesten.
The consumer health segment previously worked with a clutch of agencies: In recent years, for example, Bayer has worked with WPP’s EssenceMediacom on an Aspirin campaign, IPG’s MullenLowe on a Rennie TV spot and Omnicom’s BBDO on Claritin promotion.
David Evendon-Challis, an executive in Bayer’s consumer health division, said in a statement that the new agency model meets the “need for more connection and individuality alongside greater efficiency and automation.” Bayer has identified IPG as an agency that can manage those competing forces.
“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,” Evendon-Challis said. “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.”
Omnicom struck a deal to merge with IPG late last year, bringing together businesses that generated a combined $3.7 billion in pharmaceuticals and healthcare revenue over the first three quarters of 2024.
Bayer named its new global integrated agency partner days after the U.S. Federal Trade Commission signed off on an agreement with Omnicom and IPG to resolve antitrust concerns.
IPG CEO Philippe Krakowsky said in Bayer’s announcement that the agency will be able to tap additional talent and capabilities on Bayer’s behalf once the merger with Omnicom goes through. With only the EU and Mexico yet to finish their reviews of the merger, Omnicom and IPG expect to close the deal by the end of the year.
The timeline aligns with the transfer of work to IPG. Bayer said it is currently working through a transition and handover period, with the aim of switching to the new agency structure at the start of next year.