MullenLowe Group Selected as AOR for Select Bayer Global Consumer Health Brands

The MullenLowe Group announces the selection by the Consumer Health division of Bayer, the global maker and distributor of over 170 leading consumer brands, as a new global agency partner. The appointment follows a competitive agency review in efforts to consolidate and modernise global marketing. MullenLowe Group will be responsible for brand and digital strategy, and creative development for the global power brands Bepanthen, Berocca, Canesten, Elevit, Iberogast, Redoxon, Rennie and Supradyn, and integrated campaigns, digital and content for the portfolio of Bayer’s consumer health products across EMEA. The new relationship will begin in January 2020.

Patricia Corsi, global chief marketing and digital officer at the Consumer Health division of Bayer commented: “The decision was based on a number of criteria, including strategic approach, creativity, expertise, ways of working, and collaboration. These criteria were put to the test throughout the process, which ended in a 'Pitch in a Day' workshop that simulated the real-life creative process from Briefing to Proposal to Consumer Testing. With MullenLowe Group, I am confident that we have a partner who will help us accelerate our modernised marketing approach.”

MullenLowe Group will partner with Bayer on marketing select global power brands, a relationship that will be led from the MullenLowe Group UK office. MullenLowe Group will also be responsible for creative and digital activation across all EMEA markets with regional teams located in MullenLowe offices across Germany, Russia, Spain, Turkey and the UK. All relationships with Bayer’s other global and local agencies remain intact.

“Bayer is a hugely exciting win for MullenLowe Group - a major global marketer with an ambitious global CMO and marketing team who want to modernise and digitise the consumer healthcare marketing model,” said Alex Leikikh, global chief executive officer of MullenLowe Group. “As ever, I’m very proud of our team for their passion, strategic thinking and creativity during this innovative pitch process – we can’t wait to get started with this new global partnership.”