Interpublic Group (IPG) has been named international inventive, manufacturing, and media accomplice for Bayer’s Shopper Well being division, main advertising and marketing for manufacturers together with Aspirin, Claritin, and Alka-Seltzer, the businesses advised ADWEEK.
The built-in mannequin brings inventive, manufacturing, and media collectively below one holding firm globally and goals to create efficiencies by utilizing AI.
The shift consolidates Bayer’s company roster, which beforehand spanned WPP’s EssenceMediacom for media shopping for and a number of retailers, together with IPG’s MullenLowe and Omnicom’s BBDO, for inventive. WPP and Omnicom additionally took half within the evaluate, per trade stories.
Bayer’s international media billings totaled an estimated $720 million in 2024, per COMvergence. IPG will start work on the account on Jan. 1.
“Our new company mannequin addresses two competing forces in at the moment’s advertising and marketing panorama—the necessity for extra connection and individuality alongside larger effectivity and automation,” David Evendon-Challis, chief advertising and marketing and scientific officer at Bayer Shopper Well being, stated in a press release. “IPG understands how knowledge, AI, and inventive should converge on this new period and got here ahead with a powerful providing that brings collectively world class capabilities, progressive applied sciences, and creativity. “
IPG CEO Philippe Krakowsky stated the partnership brings “the complete IPG ecosystem collectively ” to “ship daring concepts, smarter media, and technology-enabled manufacturing that speed up progress, deepen shopper belief, and drive outcomes throughout markets.”
In keeping with a supply, FCB led the pitch and can take a giant function on the inventive aspect of the account. Tyler Turnbull, international CEO of FCB, stated on LinkedIn: “A large congratulations to everybody throughout FCB and IPG on this new partnership with Bayer. Excited for what’s to return and grateful for the great collaboration that powered this win all over the world.”
For IPG, the Bayer win comes forward of its acquisition by Omnicom, anticipated to shut within the second half of 2025. The FTC has cleared the deal (with circumstances) and different markets, together with the U.Ok., have additionally granted approval.
In a launch, Bayer’s Evendon-Challis stated the corporate is “excited for [IPG] to affix with us on this journey and by the chance of what’s attainable when their deliberate mixture with Omnicom is full.”
“We stay up for tapping extra expertise and capabilities on Bayer’s behalf as soon as we be a part of forces with Omnicom,” Krakowsky stated.
