Bayer reviews global ad and media accounts

Bayer AG, the pharmaceutical company, has kicked off a global review of its $1bn (£609m) ad and media accounts.

Bayer products
Bayer products

It is planning to consolidate the agency roster of its Bayer HealthCare business in a bid to cut costs and improve efficiencies.

The company, which owns brands such as Berocca, Rennie and Canesten, is the latest in a slew of multinationals which have reviewed their marketing budgets and reduced the number of marketing communications suppliers they work with in response to the recession.

The ad review will affect incumbent agencies including JWT, BBDO and Initiative. Preliminary discussions are believed to be underway.

Bayer AG, known as Bayer in the UK and Ireland, has almost 109,000 employees worldwide and a yearly turnover of more than 33bn euros (£28.4bn) across its three main business areas of healthcare, material science and crop science.

In Europe, where 44% of the company’s turnover resides, the UK and Ireland region is placed fifth with close to one billion euros (£860m) in sales, 1,380 employees.

A Bayer spokesperson says: “The project will include a review of the company’s processes, partners and overall approach in the areas of creative services and media buying to determine whether there are ways to improve the effectiveness and efficiency of its product and company communications.”

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here