Bayer consolidates media with MediaCom, moving account from PHD locally

Following a global review, pharma giant Bayer has moved its media account in Australia to GroupM’s MediaCom. The account was held locally by Omnicom Media Group agency PHD since 2014.

The multinational conducted a global exercise in Q2 this year, eventually settling on the consolidation and alignment with MediaCom in June.

The agency will contribute to Bayer’s “modernised marketing strategy”, with data and content integration as a “key driver for business growth”. It is understood that Australia was one of five markets globally where a competitive pitch took place for the account.