Bayer is on the look-out for a new digital creative and media agency, as it looks to introduce a change in “marketing culture”, according to reports.
Ad Age writes that the German pharmaceutical giant is looking for new agencies for its Bayer Consumer Care (BCC) division, which includes Bayer Aspirin, Claritin, Afrin and Midol.
The company already works with creative agencies JWT and BBDO on brands such as Merck, AlkaSeltzer and Berocca, while WPP’s MediaCom handles all media.
The RFP, seen by Ad Age, states that Bayer is looking to expand beyond its more “traditional” approach to media, especially TV.
“Tkey challenge for BCC’s digital partner is to help shift its marketing culture from that of a traditionally TV- centric organisation to a channel-agnostic organization that maximises digital,” it states.
“BCC digital marketing is currently product-centric, and each brand team constantly reinvents the wheel and the agency roster is siloed. The intention is to shift to a consumer-centric solution and establish enterprise-wide best practices and fully integrated platforms.”
Speaking exclusively to M&M Global last month, Bayer’s chief digital officer Jessica Federer said the company is changing its relationship with agencies.
“Our needs have really changed. I still remember the first time I had to tell an agency doing social and digital engagement for us, ‘We don’t really need you anymore.’ How we work with agencies is dramatically changing,” she said.
Watch the full interview below.
M&M Global chatted to Jessica Federer about leading the digital transformation of a giant healthcare business like Bayer.