Mumbai: Bayer has named WPP’s MediaCom as its global full-service media agency. MediaCom global client president and Team Bayer lead at WPP Costin Mihaila will head up the account, with full handover in the markets new to the agency taking place as of 1 January 2022. The pitch process was managed by MediaSense.

The agency network will contribute to driving Bayer’s modernised marketing strategy, with best-in-class data and content integration as a key driver for business growth. The agency will also support the German multinational pharmaceutical company’s ongoing commitment to ‘Media For Good’, ensuring that both companies continue to develop their initiatives and leadership in I&D, sustainability, and brand communications suitability, said the statement.

MediaCom will fully leverage WPP’s Choreograph to deliver the expertise and insight required for Bayer to lead the industry in the critical area of data-driven marketing, it added.

“The agency proved that it shares our vision and commitment to create a customised data-focused solution that will help us deliver on our 'media for growth' ambition whilst also exceeding on its sustainability commitment and media for good vision," said Bayer chief marketing & digital officer Patricia Corsi. "I am confident that together we will realise our ambition to be the best in our industry. While congratulating MediaCom I would like to also take this opportunity to recognise and appreciate the three partners involved in the review process for their professionalism, commitment and shared values with Bayer.” 

MediaCom previously worked with Bayer across 65 markets, but this consolidation will add crucial markets such as Germany, China, and Russia to its remit and ensure further synergies for both companies. Consolidating the global business for the first time will also deliver enhanced best practice sharing, simpler ways of working, as well as consistency of approach, improved data, and reporting.

“I’m thrilled that we have built on our existing strong relationship with Bayer.  We are now in a solid position to deliver a step-change in media thinking and activation that drives growth and celebrates the good that the company’s brands provide," said MediaCom global CEO Nick Lawson. "Our new working relationship will enable us to see the bigger picture for Bayer and deliver smarter, more personalised, and relevant messages across the business."