Bayer busca agencia creativa digital y de medios
Bayer is looking for a digital creative and media agency for its Consumer Care division (BCC). The consumer care group includes its flagship Bayer Aspirin brand, as well as Claritin, Afrin, Aleve, Midol, One A Day and an array of other products. The consolidation, which will be for the US, is under the responsibility of Avidan Strategies.Last year the company consolidated its creative work for the Merck brands -consumer over the counter brands, purchased by Bayer a year ago- in the agencies EnergyBBDO (Omnicom) and JWT (WPP), that were already on its roster. BBDO handles the Claritin, Aleve, AlkaSeltzer, Afrin and Bayer Aspirin accounts, among others. JWT, through its Team Life Group, handles Berocca, Coppertone, Miralax and Phillips. The creative accounts of both shops will not be affected by the review, according to sources close to the negotiation. Although these agencies handle digital projects, the company is seeking to consolidate the entire task.Mediacom (WPP) is also part of Bayer’s roster, which handles all types of media, including digital, and is expected to remain lead media agency. “Almost all of this is in traditional channels, more specifically broadcast” the document said. “A key challenge for BCC’s digital partner is to help shift its marketing culture from that of a traditionally TV-centric organization to a channel-agnostic organization that maximizes digital.”
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