Bayer Searches For Shop To Handle Digital Creative and Media
Bayer is searching for a digital creative and media agency of record for its Bayer Consumer Care division.
The consumer care group includes its flagship Bayer Aspirin brand, as well as Claritin, Afrin, Aleve, Midol, One A Day and a host of other products. The consolidation, which is for the U.S., is being run by Avidan Strategies.
Bayer in December consolidated creative work for Merck brands — that company’s consumer over-the-counter brands were acquired by Bayer a year ago — with Omnicom’s EnergyBBDO and WPP’s JWT, both of which were already on the roster. BBDO handles Claritin, Aleve, AlkaSeltzer and Afrin and Bayer Aspirin, among others; JWT, through its Team Life group, handles Berocca, Coppertone, Miralax and Phillips. The two agencies’ creative accounts are not affected by the review, according to people familiar with the matter.
