Bayer has appointed Interpublic Group as its global agency partner for creative, production and media across its consumer health division, consolidating marketing for brands including Aspirin, Bepanthen, Claritin and Canesten under a single network.
The move signals a shift toward a more integrated and tech-enabled model, with Bayer aiming to balance personalisation and efficiency at scale. The new structure is designed to leverage GenAI tools and data-driven creative to better engage consumers across markets, while maintaining local relevance.
“Our new agency model addresses two competing forces in today’s marketing landscape – the need for more connection and individuality alongside greater efficiency and automation,” David Evendon-Challis, Consumer Health Division, Bayer, said. “IPG understands how data, AI and creative must converge in this new era.”
The partnership is expected to go live on 1 January following a transition period. It also anticipates further integration once IPG’s planned combination with Omnicom is complete.
IPG CEO Philippe Krakowsky said the opportunity reflects Bayer’s scale and ambition. “Clients are looking for partners who can integrate creativity and media with data and technology in ways that are seamless and connected,” he said. “By bringing the full IPG ecosystem together, we will deliver bold ideas, smarter media, and technology-enabled production that accelerate growth, deepen consumer trust, and drive results across markets.”
Bayer said the new model includes a flexible operating structure and global media buying power, aimed at delivering consistent brand building with local responsiveness.
