Bayer awards Omnicom Group and WPP win $850m global ad account

German pharmaceutical giant Bayer AG, which owns brands such as Berocca, Rennie and Canesten, has consolidated its $850m (£545m) global advertising account with Omnicom Group and WPP.

Bayer products
Bayer products

Bayer AG kicked off a global review of its $1bn (£609m) ad and media accounts in July last year.

It has consolidated the agency roster of its Bayer HealthCare business in a bid to cut costs and improve efficiencies.

The agencies won the account in a competitive bid against undisclosed agencies including incumbents including JWT, BBDO and Initiative.

Bayer AG, known as Bayer in the UK and Ireland, has almost 109,000 employees worldwide and a yearly turnover of more than €33bn (£29bn) 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.

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