Bayer selects IPG as global creative and media agency

Bayer Consumer Health has appointed Interpublic Group as its global agency partner for creative, production and media. The appointment consolidates responsibilities under an integrated team and covers some of Bayer’s most established self-care brands, including Aspirin, Claritin, Bepanthen and Alka-Seltzer.

The new model is intended to strengthen Bayer’s consumer marketing by combining creativity, technology, data and media within one framework. The move reflects Bayer’s ambition to achieve both greater efficiency and more personalised engagement with consumers in a landscape increasingly shaped by AI and automation.

Philippe Krakowsky, chief executive officer, Interpublic Group: "We are honoured and energised by Bayer’s decision. In today’s fragmented and fast-moving marketing environment, clients are looking for partners who can integrate creativity and media with data and technology in ways that are seamless and connected. What makes this opportunity exciting is the scale and ambition of Bayer’s portfolio – trusted brands with enormous reach and impact. By bringing the full IPG ecosystem together, we will deliver bold ideas, smarter media, and technology-enabled production that accelerate growth, deepen consumer trust, and drive results across markets. We look forward to tapping additional talent and capabilities on Bayer’s behalf once we join forces with Omnicom."

Bayer’s integrated agency model aims to provide stronger global media buying power while ensuring content can be adapted to local market needs. The flexible structure is designed to deliver consistent brand building on a global scale, while keeping campaigns relevant to local audiences.

Following a transition period, Bayer expects the new agency partnership to go live on 1 January 2026.

www.bayer.com

www.interpublic.com

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