Bayer Taps IPG as Global Creative, Production, and Media Partner for $720M Deal
Bayer has appointed Interpublic Group (IPG) as its global creative, production, and media partner for the Consumer Health division. The deal, valued at an estimated $720 million in 2024, has been cleared by the FTC with certain conditions. IPG will take over the account from January 1, 2025.
IPG will handle marketing for several of Bayer's key brands, including Aspirin, Claritin, and Alka-Seltzer. The integrated model aims to create efficiencies through the use of AI and consolidates Bayer's agency roster. The deal has received approval from other markets, including the U.K. Bayer's global media billings for 2024 are estimated at $720 million.
The FTC has given the green light to the acquisition, subject to certain conditions. This includes IPG leading the creative and media work for Bayer's Consumer Health division. The appointment follows a competitive pitch process led by a Bayer manager, although the specific name is not known.
The partnership between Bayer and IPG is set to streamline operations and improve marketing efforts for the Consumer Health division. With approval from key markets and a significant estimated media billings, the deal is expected to have a substantial impact on the industry. IPG will begin work on the account in January 2025.
