Bayer obtains MediaCom as global media agency

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Bayer appointed WPP’s MediaCom as a full-service global media agency following a competitive process. The branch network will help implement Bayer’s modernized marketing strategy, with industry-leading data and content integration as a key driver of business growth.

The agency will also support Bayer’s continued commitment to ‘Media For Good’, ensuring that both companies continue to develop their initiatives and leadership in I&D, sustainability and brand communications adequacy. . MediaCom will take full advantage of the WPP Choreographer to provide the expertise and knowledge required for Bayer to be the industry leader in the critical area of ​​data-driven marketing.

MediaCom previously worked with Bayer in 65 markets, but this consolidation will add crucial markets such as Germany, China and Russia to its mandate and ensure further synergies for the two companies. Consolidating the global business for the first time will also provide better sharing of best practices, simpler ways of working, and improved consistency of approach, data and reporting. Costin Mihaila, Global Client President at MediaCom and Team Bayer lead at WPP, will lead the account, with the full transfer to the agency’s new markets taking place on January 1, 2022.

The pitch process was handled by MediaSense. “We are delighted to expand our relationship with MediaCom globally for the Consumer Health division as well as the Pharmaceuticals business in the United States, following a fierce competitive process. The agency has proven that it shares our vision and commitment to create a personalized, data-driven solution that will help us achieve our Media for Growth ambition while exceeding its sustainability commitment and Media for Good vision. I am convinced that together we will achieve our ambition to be the best in our industry. While congratulating MediaCom, I would also like to take this opportunity to recognize and appreciate the 3 partners involved in the review process for their professionalism, commitment and shared values ​​with Bayer ”, said Patricia Corsi, Chief Marketing & Digital Officer at Bayer. “I am delighted that we have built on our existing strong relationship with Bayer. We are now in a strong position to make a radical shift in media thinking and activation that drives growth and celebrates the good that the company’s brands deliver. Our new working relationship will allow us to see the big picture for Bayer and deliver smarter, more personalized and relevant messages across the company, ”said Nick Lawson, Global CEO of MediaCom.

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