Bayer has appointed Interpublic Group (IPG) as its global agency partner for the Consumer Health division. IPG will handle creative, production, and media responsibilities across all brands and regions.
The decision introduces an integrated agency model across Bayer’s Consumer Health portfolio, which includes brands such as Aspirin, Bepanthen, Claritin, and Canesten. The move aims to make use of generative AI tools and technologies to improve consumer engagement at a local level.
“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,” said David Evendon-Challis from the Consumer Health Division of Bayer. “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. We are excited for them to join with us on this journey and by the opportunity of what is possible when their planned combination with Omnicom is complete.”
“We are honoured and energised by Bayer’s decision,” said Philippe Krakowsky, Chief Executive Officer, Interpublic Group. “In today’s fragmented and fast-moving marketing environment, clients are looking for partners who can integrate creativity and media with data and technology in ways that are seamless and connected. What makes this opportunity exciting is the scale and ambition of Bayer’s portfolio — trusted brands with enormous reach and impact. By bringing the full IPG ecosystem together, we will deliver bold ideas, smarter media, and technology-enabled production that accelerate growth, deepen consumer trust, and drive results across markets. We look forward to tapping additional talent and capabilities on Bayer’s behalf once we join forces with Omnicom.”
The agency model is designed to offer global media buying coverage while allowing for localised content. It is structured to maintain consistency across markets while supporting local execution.
Bayer expects to begin working with the new agency structure from 1 January, following a transition and handover period.
