Mediapolis secures pounds 7m accounts from Bayer and BPI

The pharmaceutical company, Bayer, has awarded its pounds 5 million UK media buying and planning account to a combined team from Mediapolis and Euro RSCG Healthcare.

The pharmaceutical company, Bayer, has awarded its pounds 5 million

UK media buying and planning account to a combined team from Mediapolis

and Euro RSCG Healthcare.



The team pitched against New PHD for the business. Universal McCann, the

incumbent, won Glaxo’s conflicting pounds 40 million international media

account earlier this month.



Bayer’s major consumer brands are the anti-thrush treatment, Canesten,

and the indigestion and hangover remedy, Alka-Seltzer, which enjoys the

bulk of its advertising expenditure. Other brands are the Soothe Lip

cold sore treatment and the insect repellent, Autan.



Bayer’s veterinary brands, which include Advantage Flea Control, handled

by Concord, were not up for review.



Patrick Johnson, the UK director of consumer care at Bayer, said: ’It

was the Euro RSCG Healthcare team’s combination of healthcare

experience, resource and strategic thinking, and overall commitment to

service that influenced my decision.’



New PHD’s sister company, Abbott Mead Vickers BBDO, holds the main UK

consumer advertising account, and the global creative account is held

within Omnicom’s BBDO and DDB Needham networks.



Euro RSCG Healthcare already handles some of Bayer’s advertising in the

UK.



Mediapolis is also understood to have picked up the pounds 1.7 million

media planning and buying account for Beaute and Prestige International

- the fragrance company that handles the Issey Miyake and Jean-Paul

Gaultier brands - in several European countries, including the UK.



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