It is understood that Omnicom's BBDO and WPP's JWT and Ogilvy will retain creative assignments.
On the media side, WPP's GroupM has been appointed to handle Bayer's $400 million media planning and buying business throughout Europe, Asia and Latin America. GroupM fought off competition from Interpublic Group and Omnicom Media Group during a seven month review process.
On the media side, WPP's GroupM has been appointed to handle Bayer's $400 million media planning and buying business throughout Europe, Asia and Latin America. GroupM fought off competition from Interpublic Group and Omnicom Media Group during a seven month review process.
The international account does not include North America but does include the pharmaceutical giant's business in the UK.
The review was called last July in an attempt to consolidate Bayer HealthCare's multiple agency roster - the company was working with some 400 disparate agencies around the world - and is expected to help the company save about 10 per cent on its marketing and media-service expenses.
Bayer-owned brands include Berocca, Rennie and Canesten.
Last September, Bayer called a Hong Kong pitch for its media AOR for 2010. The incumbent of five years, Maxus, and Carat are both believed to be involved. The pitch is separate from the global review called last July.
In 2008 Bayer employed approximately 20,800 people in Asia-Pacific. It works across three main areas: HealthCare, MaterialScience and CropScience. Globally Bayer has an annual turnover of more than US$ 46 billion. Sources close to the account indicated the review will take several months.
