Bayer aims to consolidate its account with one agency holding company. Currently, Bayer's lead creative agency is Omnicom Group
's BBDO Worldwide, out of its offices in New York and Chicago. BBDO handles creative for Phillip's Milk of Magnesia, Aleve, Alka-Seltzer and One-a-Day vitamins, among other brands. Bayer's other advertising and media shops include WPP Group
's JWT and Interpublic Group’s Initiative, which handles media planning and buying for Bayer Consumer Healthcare.
A spokesperson for the company said the review was “to determine whether there are ways to improve the effectiveness and efficiency” in creative services and media buying.
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.