Tuesday, September 30, 2025

Bayer Consumer Health selects Interpublic Group as worldwide agency partner for media, creativity, and production

Bayer Consumer Health has appointed the Interpublic Group (IPG) as its global partner for creativity, media, and production. This landmark decision marks the beginning of a new era in brand building and aims to strengthen trust in iconic brands such as Aspirin, Bepanthen, Claritin, and Canesten.

The move toward an integrated agency model is designed to make Bayer’s marketing activities more efficient while better addressing the individual needs of consumers. GenAI tools and data-driven creativity will play a key role in developing more locally relevant messages and deepening brand engagement.

“Our new agency model addresses two competing forces: growing interconnectedness and the demand for individuality,” said David Evendon-Challis of Bayer Consumer Health. “IPG brings together data, AI, and creativity in a powerful offering.”

Philippe Krakowsky, CEO of IPG, also emphasized the significance of this partnership: “The Bayer portfolio carries enormous reach and influence. By uniting the entire IPG ecosystem, we will deliver bold ideas, smarter media, and technology-driven productions that accelerate growth and strengthen consumer trust.”

The new approach combines global media buying power with a flexible operating model that ensures global consistency while maintaining local relevance. After a transition phase, Bayer plans to fully implement the new structure by January 1.