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Bayer Consumer Care Division | Company Profile, Marketing Contacts, Media Spend, Brands




The consumer health division of Bayer, headquartered in Morristown, NJ, is one of the world's largest distributors and marketers of over-the-counter medications and nutritional supplements in the world with brands distributed globally. Medications are used to treat coughs, colds, gastrointestinal ailments, dermatologic problems and prevent illnesses. Bayer Consumer Care Division has production facilities in Europe, North America, Latin America and Asia.

Main Telephone (973) 254-5000
Main Fax (973) 254-5054
Primary Address
36 Columbia Road
Morristown, NJ 07962-1910
USA

Bayer Consumer Care Division Contacts

Contacts (5/56)
Name Title State
Timothy H. President, Consumer Care - North America NJ
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (973) 254-5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 36 Columbia Road
Morristown, NJ
07962-1910
USA

Natalie B. President, Consumer Care - North America NJ
Jay K. Vice President, Global Category Business Unit NJ
Tricia M. Vice President, Global Communications - Consumer Care Division NJ
Steve M. Vice President, Field Sales NJ

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Afrin ******
Alka-Seltzer *****
Bactine *
Bayer Aspirin ********
Clarinex *

Agency Relationships


Brand Agency Service From To
***** **** ********* AOR - creative 2014 present
***** ******** AOR - media buying & planning 2014 present
***** ******** AOR - media buying & planning 2011 present
***** ****** ****, ***. AOR - creative 1997 present
****-******* ****** ****, ***. AOR - creative 1997 present

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Digital Opps: Bayer's Consumer Care division searching for creative, digital shop


Subject: digital, display, social media

Company: Bayer Corporation, includes Bayer Aspirin, Claritin, Afrin, Aleve, Midol, One A Day, etc. Bayer’s other divisions are Bayer CropScience and Bayer Animal Health.

Opportunity: Bayer’s Consumer Care division is currently looking for a digital creative and media AOR. Incumbents Mediacom (WPP) currently handles media and is expected to continue as lead media agency.  

Bayer is looking to move beyond broadcast marketing and increase its digital presence. “The intention is to shift to a consumer-centris solution and establish enterprise-wide best practices and fully integrated platforms,” according to the RFP. Therefore, digital sellers should keep their eyes on this shift so they will be top-of-mind when new campaigns launch.

Additional Insight

Incumbent: In Dec. 2014, Bayer consolidated creative work for the (at that time) recently-acquired Merck brands (more JWT picked up Coppertone, Phillips and Miralax brands. These two shops are reportedly not affected by the review.

Media Spend:  Bayer spent around $500 million on measured media in 2014, according to Kantar Media. Kantar indicates that Claritin ($90.4 million), Aleve ($86.7 million) and Alka-Seltzer ($34.6 million) received the most spend. 

Claritin: Per iSpot.tv, Claritin has spent $57.4 million on national TV ads since January – up from $32 million for the same period 2014. The most money has been spent to air ads on CBS, ABC, NBC, Univision and TBS during “The Big Bang Theory,” “NBC Nightly News,” “¡Despierta América!,” “Today” and “ABC World News Tonight With David Muir.”

Moat reports that Claritin has run 38 display ads on 207 publishers since January (29% mobile). Top ad destinations include: webmd.com, behindthename.com, medicinenet.com and today.com.

Aleve:  Per iSpot, Aleve has spent $65.9 million on national TV ads since January – up from $50.1 million for the same period 2014. The most money has been spent to air ads on CBS, ABC, NBC, TNT and Fox News during shows such as “NBC Nightly News,” “Jeopardy!,” “ABC World News Tonight with Daivd Muir,” “CBS Evening News With Scott Pelley” and “Wheel of Fortune.”

Moat reports that Aleve has run 16 display ads on 466 publishers (35% mobile). Top ad destinations include: bhg.com, chow.com, fitnessmagazine.com, prevention.com and marthastewart.com (less than 1% placed site direct).

Alka-Seltzer: Since January, iSpot reports that A-S has spent $33.2 million on national TV ads – around the same amount as the same period 2014 ($32.9 million). The most money has been spent to air ads on NBC, CBS, ABC, NFL Network and TNT during “Fugire Skating,” “NBC Nightly News,” “ABC World News Tonight with David Muir,” “CBS Evening News with Scott Pelley” and “NFL GameDay Morning.”

Moat reports that Alka-Seltzer has run only one display ad on eight publishers since January (100% mobile). Ad destinations include: atrl.net, politicalwire.com and talkingpointsmemo.com.

Bayer Consumer Care Division 
36 Columbia Rd.
Morristown, NJ 07962
(973) 254-5000

Stephen Neumann 
Vice President, Marketing Operations (Consumer Insights & Relations)
(862) 404-3000
stephen.neumann@bayer.com