Bayer Taps IPG for Global Creative, Media, and Production
Bayer has appointed Interpublic Group (IPG) as its global agency for creative, media, and production tasks for the 'Consumer Health' division. The new agency model aims to enhance efficiency, local relevance, and individuality in marketing activities, while maintaining global consistency in brand building and campaigns.
The new model, set to commence on January 1, 2023, following a transition phase, seeks to strengthen trust, closeness, and adaptability in the competitive market. Bayer aims to leverage technological innovations like generative AI and data-driven creativity to better connect with consumers. Media buying and production will be bolstered worldwide through consolidated structures. The decision underscores the importance of data usage, AI tools, media expertise, and efficiency in the agency industry. IPG was chosen for its ability to connect creative solutions with AI and data-based insights. The head of Bayer's Consumer Health marketing department, responsible for the appointment, remains unnamed according to available search results.
CMO David Evendon-Challis emphasizes the balance between data, AI, and creativity in the new model. With IPG on board, Bayer expects improved efficiency, local relevance, and consumer connection in its marketing strategies, starting from the new year.
