PHD expands relationship with Bayer, adding digital media account to remit

PHD has added Bayer’s digital media account to its remit, meaning the agency is now responsible for all of the pharmaceutical company’s planning and buying, including the extension of SEM, SEO, programmatic, social and e-commerce.

That additional spend is worth $7m. When the German-based company, which owns brands such as Berocca, awarded its media account to the Omnicom Media Group agency in 2014, that original scope was worth $11m.

Since then, PHD has handled all above-the-line activity, with the new expansion effective 1 February.

Group business director Amy Francis said: “Bayer is a digitally progressive company, and we are looking forward to partnering with them on this ongoing journey. Bayer has been a valued client for many years, and we are delighted by the opportunity to deepen our relationship with them.”

Since the beginning of its relationship with Bayer, PHD has been responsible for the likes of the Thrush: The Musical campaign for Bayer brand Canesten, which aims to humorously reduce the stigma around a condition that 75% of women experience at least once in their lives.

The second iteration launched last August, with content and partnerships director of PHD Content – the agency’s content division – Christian Heath saying at the time that “We really love challenging briefs and brave clients who allow us to really push the boundaries”.


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