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
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.