The £6 million account is split between MediaCom and PHD and both have been invited to battle it out in a head-to-head for the company's consumer health brands. These include Bayer's Alka Seltzer, Asprin and Canesten brands, as well as Rennie and Berocca from Roche Consumer Health.
The creative for Bayer and Roche, held by Abbott Mead Vickers BBDO and JWT respectively, is not thought to be affected at this stage.
Bayer concluded the $2.9 billion purchase at the end of January, after it gained the approval of European Union anti-trust authorities. The sale made Bayer a leading OTC consumer health organisation and reinforced Roche's strategy of focusing on pharmaceuticals and diagnostics.