One-day pitch sees Bayer appoint 303 Mullen Lowe to consumer health portfolio
Bayer has appointed 303 Mullen Lowe as its creative agency of record of its nutritionals consumer health portfolio in Australia.
The appointment follows a one-day pitch process between a number of agencies, in which participants were briefed in the morning and the strategy and creative campaign delivered in the afternoon.
303 Mullen Lowe was appointed by Bayer after a one-day pitch
Work has already kicked off for Bayer, with 303 Mullen Lowe developing a new campaign for Berocca that will reposition from being a product that helps people get through the day to one that will help people make the most of the small moments.
Mark Sargeant, Bayer general manager of consumer health, said: “Through our recent pitch process, 303 Mullen Lowe demonstrated a strong capability to harness data, technology, strategy and creativity to deliver on our brief. Our consumer health business is increasingly moving towards a digital first approach and our new partnership with 303 Mullen Lowe will help us to achieve this.”
Nicky Dolman, head of nutritionals and digestive health added 303 Mullen Lowe had an immediate cultural fit with Bayer.
“They’re a great team with a clear understanding of the requirements of our brands and vision for Berocca,” she said.
Joanna Gray, who became managing director of 303 Mullen Lowe in May, said: “We honestly couldn’t be more excited to work with the team at Bayer. They’re smart, passionate clients who are wholeheartedly aligned with us in building an outstanding partnership. Our first job is to reinvigorate the iconic Berocca brand and bring that to market in a fresh, modern way. Congratulations to everyone involved in this successful pitch.”
Earlier this month, 303 Mullen Lowe Sydney appointed Bart Pawlak as its new executive creative director.
A one day pitch devalues what we offer as an industry. Of course, we can all be quicker but one day is ridiculous and shouldn’t be tolerated by anyone who values good work, on agency or client side.
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