Shift comes on the heels of $14.2 billion acquisition by Bayer
MediaCom USA has picked up media responsibilities for the Merck consumer care business, which was acquired by Bayer earlier this month for $14.2 billion. MediaCom has handled media for Bayer in the U.S. since 2011, when it also became the lead global media agency for the healthcare giant.
The consumer care business is primarily comprised of products in the cold, allergy, sinus and flu; dermatology; foot health; and gastrointestinal categories, and includes several of Merck’s marquee brands, including Claritin, Coppertone, ResotaLAX, hydraSense and Dr. Scholl’s. The acquisition also makes Bayer the OTC leader in North and Latin America.
“We couldn’t be happier to welcome the Merck brands into the Bayer and MediaCom family,” said Andrea McAteer, managing partner at MediaCom, who oversees the Bayer account in the U.S. “It’s a winning situation for all involved, and it was truly due to the ongoing dedication and performance of the many people who touch this business each day, as well as the recognition by the client – along with their third party auditor – that we are simply the best at what we do, across every discipline and every brand. I’m so happy that I get to work with so many special people on such an interesting and challenging piece of business – one that will only grow as this client enters the next phase of their business development.”
In a statement to Adweek, Chris Meringolo, Bayer’s vice president of integrated marketing services, said: “Bayer HealthCare appreciates the contribution and partnership our agencies have made to our business and our brands. We look forward to building an expanded partnership with MediaCom.”
Read more at Adweek.