MediaCom Wins $800 Million Bayer Global Media Account

Agency will work with the consumer health and pharmaceuticals business across multiple markets

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Pharmaceutical and life sciences giant Bayer has consolidated its media account, awarding WPP’s MediaCom as its global full-service media agency following a competitive process. The account appears to be worth $800 million, according to COMvergence numbers.

MediaCom previously worked with Bayer across 65 markets, but this consolidation will add markets including Germany, China and Russia. The German and Russian business was previously held by PHD while Dentsu served the Chinese market.

MediaCom, which was named Adweek’s Global Media Agency of the Year earlier this year, claims that consolidating the global business for the first time will deliver enhanced best practice sharing, simpler ways of working and consistency of approach plus improved data and reporting.

A goal-oriented move

The agency network is tasked with driving Bayer’s marketing strategy through data and content integration and will also support Bayer’s ongoing commitment to “Media For Good,” which includes initiatives and leadership actions in inclusion and diversity, sustainability...

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