Bayer adds MullenLowe to global advertising agency mix in consumer health

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Bayer adds another advertising agency to its roster, notching MullenLowe to care for a portfolio of consumer brands. (Alpha Stock Images)

Bayer’s consumer health division has boosted its advertising agency roster with the addition of Interpublic Group ad agency MullenLowe. The agency won the new business after a competitive agency review by Bayer as it aims to consolidate and modernize its global marketing.

A spokesperson for Bayer Consumer Health said MullenLowe will work on brands based out of its Basel strategic business units and include vitamin supplement Berocca, anti-fungal cream Canesten and heartburn remedy Rennie. That portfolio of brands was previously handled by JWT.

The assignment begins in January 2020 and will be handled out of MullenLowe offices in the U.K.

Other agencies—including Omnicom Group’s BBDO, which handles brands including Aspirin and Claritin—will also continue to work on Bayer consumer brands.

RELATED: Bayer offloads Dr. Scholl's foot care brand for $585M as major revamp presses on

Bayer bought Merck & Co.’s consumer business in 2014, but since then, the division has been the subject of many selloff rumors. After much buzz about an entire division sale, Bayer instead last year sold off two big brands it got from Merck—Coppertone sun care and Dr. Scholl’s foot care products—in two separate deals for a combined $1.14 billion.

Bayer’s consumer health unit delivered sales of €1.29 billion ($1.23 billion) in Q3, which was a 3.7% increase year over year, the company reported.