This story was first published on M&M Global
Pharmaceutical giant Bayer has appointed Omnicom’s PHD to a series of national accounts, including its domestic German market, following a global media review.
It marks a U-turn for the business, which earlier this decade consolidated its estimated $800m global media into WPP.
It is understood that nine global markets fell under the review, with PHD picking up five of the countries, including Australia and Germany. It is believed that WPP’s MediaCom has picked up the remaining four markets.
In 2010, Bayer, which owns healthcare brands such as Berocca, Rennie and Alka-Seltzer, consolidated its media planning and buying outside the US into WPP’s Group M.
A year later, Bayer handed its $300m US media account to MediaCom from the previous incumbent Initiative.
Bayer had not responded to requests for comment at the time of publishing to press, while PHD was unavailable for comment.