Interpublic Group (IPG) has been named global creative, production, and media partner for Bayer’s Consumer Health division, leading marketing for brands including Aspirin, Claritin, and Alka-Seltzer, the companies told ADWEEK.
The integrated model brings creative, production, and media together under one holding company globally and aims to create efficiencies by using AI.
The shift consolidates Bayer’s agency roster, which previously spanned WPP’s EssenceMediacom for media buying and multiple shops, including IPG’s MullenLowe and Omnicom’s BBDO, for creative. WPP and Omnicom also took part in the review, per industry reports.
Bayer’s global media billings totaled an estimated $720 million in 2024, per COMvergence. IPG will begin work on the account on Jan. 1.
“Our new agency model addresses two competing forces in today’s marketing landscape—the need for more connection and individuality alongside greater efficiency and automation,” David Evendon-Challis, chief marketing and scientific officer at Bayer Consumer Health, said in a statement. “IPG understands how data, AI, and creative must converge in this new era and came forward with a strong offering that brings together world class capabilities, innovative technologies, and creativity. “
IPG CEO Philippe Krakowsky said the partnership brings “the full IPG ecosystem together ” to “deliver bold ideas, smarter media, and technology-enabled production that accelerate growth, deepen consumer trust, and drive results across markets.”
According to a source, FCB led the pitch and will take a big role on the creative side of the account. Tyler Turnbull, global CEO of FCB, said on LinkedIn: “A massive congratulations to everyone across FCB and IPG on this new partnership with Bayer. Excited for what’s to come and grateful for the wonderful collaboration that powered this win around the world.”
For IPG, the Bayer win comes ahead of its acquisition by Omnicom, expected to close in the second half of 2025. The FTC has cleared the deal (with conditions) and other markets, including the U.K., have also granted approval.
In a release, Bayer’s Evendon-Challis said the company is “excited for [IPG] to join with us on this journey and by the opportunity of what is possible when their planned combination with Omnicom is complete.”
“We look forward to tapping additional talent and capabilities on Bayer’s behalf once we join forces with Omnicom,” Krakowsky said.