Here's How WPP Will Handle Sunscreen Rivals After Merck Win

JWT, BBDO add brands after Bayer acquires Merck

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Bayer roster agencies BBDO and JWT have gotten richer in brand assignments via Bayer's acquisition of Merck. But for JWT to take on Coppertone—a big Merck brand that conflicts with existing business—parent company WPP Group had to create a separate unit.

The London-based unit, known as TeamLife, will include staffers from WPP's JWT and sister shops Geometry (activation) and Hogarth (production) and will work across all the Merck brands, not just Coppertone, according to sources. Meanwhile, the brands that conflict with Coppertone—Banana Boat and Hawaiian Tropic—will remain at JWT in New York.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in