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.

MediaCom said that it will leverage WPP’s global data company, Choreograph to deliver insights to help Bayer “lead the industry in the critical area of data-driven marketing”.

The handover will take place in Australia and in the new markets for the agency on 1 January 2022, with Costin Mihaila, global client president at MediaCom and team Bayer lead at WPP leading the account.

Local CEO of MediaCom, Yaron Farizon, said: “This is an incredible achievement for our team here in Australia, I couldn’t be prouder. This was truly a One MediaCom feat and I am over the moon we will be partnering with an incredible client such as Bayer.”


Global CEO at MediaCom, Nick Lawson said: “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. 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,” said Nick Lawson, Global CEO of MediaCom.

Patricia Corsi, chief marketing and digital officer at Bayer said that the company is delighted to expand its relationship with MediaCom globally.

“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. 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 3 partners involved in the review process for their professionalism, commitment and shared values with Bayer.”

As part of the realignment, the agency will support Bayer’s ‘Media For Good’ platform, which aims to ensure both company and agency develop initiatives surrounding diversity and inclusion, as well as sustainability and brand communications.

Last year, PHD added Bayer’s digital media account to its remit, meaning the agency was further responsible for all of the pharmaceutical company’s planning and buying, including the extension of SEM, SEO, programmatic, social and e-commerce. The account was reportedly worth $11 million locally when won in 2014.

MediaCom held the account before moving to PHD in 2014, and works with Bayer across most major markets, with this move adding Germany, China and Russia to its remit.

The decision comes at a time when Bayer’s share price is floundering, currently sitting at €46.92 (A$75.72), after dropping to a ten year low last October, of €40.36 (A$63.46), according to Yahoo Finance.

PHD declined to comment.


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