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|
Bayer Consumer Care Division ContactsContacts (5/56)
|Timothy H.||President, Consumer Care - North America||NJ|
Sample of Associated Brands
|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|
|*****||**** *********||AOR - creative||2014||present|
|*****||********||AOR - media buying & planning||2014||present|
|*****||********||AOR - media buying & planning||2011||present|
|*****||****** ****, ***.||AOR - creative||1997||present|
|****-*******||****** ****, ***.||AOR - creative||1997||present|
Who is the President, Consumer Care - North America of Bayer Consumer Care Division?
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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.
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
Vice President, Marketing Operations (Consumer Insights & Relations)