303 MullenLowe has been appointed as the agency of record for Bayer’s Nutritionals Consumer Health business in Australia, following a competitive pitch.
The business includes brands such as Elevit, Berocca, Claritin and Bepanthen.
Bayer selected 303 MullenLowe by applying a new model of pitching, “the pitch in a day”. This saw agencies briefed in the morning with strategy workshops and delivery of a creative campaign concept in the afternoon of the same day.
“From the start, it felt like a good cultural fit with 303 MullenLowe,” says Nicky Dolman, head of nutritionals and digestive health.
“They’re a great team with a clear understanding of the requirements of our brands and vision for Berocca.”
As its first task, 303 MullenLowe will transition multivitamin brand Berocca’s positioning from a product “that gets people through the day”, to one that helps people “make the most of the moments within it”.
“Through our recent pitch process, 303 MullenLowe demonstrated a strong capability to harness data, technology, strategy and creativity to deliver on our brief,” says Mark Sargent, general manager of consumer health at Bayer Australia and New Zealand.
“Our Consumer Health business is increasingly moving towards a digital first approach and our new partnership with 303 MullenLowe will help us to achieve this.”
The agency is working with the Bayer team to develop and launch the new Berocca campaign in the coming months.
“We honestly couldn’t be more excited to work with the team at Bayer,” says Joanna Gray, managing director at 303 MullenLowe.
“They’re smart, passionate clients who are wholeheartedly aligned with us in building an outstanding partnership. Our first job is to reinvigorate the iconic Berocca brand and bring that to market in a fresh, modern way. Congratulations to everyone involved in this successful pitch.”
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