Bayer appoints 303 MullenLowe as creative agency for Nutritionals Consumer Health
Bayer has appointed 303 MullenLowe as its new agency of record for its Nutritionals Consumer Health business in Australia.
To kick off the new partnership, 303 MullenLowe has been tasked with transitioning the positioning of Bayer’s multivitamin brand – Berocca – from a product that gets people through the day, to one that helps them make the most of the moments within it.
Says Mark Sargent, general manager, consumer health at Bayer ANZ: “Through our recent pitch process, 303 MullenLowe demonstrated a strong capability to harness data, technology, strategy and creativity to deliver on our brief. 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 business was awarded after a competitive pitch between multiple agencies, 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.
Says Nicky Dolman, head of nutritionals and digestive health: “From the start, it felt like a good cultural fit with 303 MullenLowe. They’re a great team with a clear understanding of the requirements of our brands and vision for Berocca.”
Says Joanna Gray, managing director at 303 MullenLowe: “We honestly couldn’t be more excited to work with the team at Bayer. 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.”
303 MullenLowe is working with the Bayer team to develop and launch the new Berocca campaign in the coming months.
9 Comments
Wow, congrats to 303. Another blow to Wunderman Thompson.
Bart is already kicking goals!!
“tasked with transitioning the positioning of Bayer’s multivitamin brand – Berocca – from a product that gets people through the day, to one that helps them make the most of the moments within it.”
Thanks for signalling the strategy ahead of the new campaign.
I am so excited. Repositioning fizzy sugar in a glass must be exciting. I am excited they are excited and excited to see the new, exciting execution.
Give it some
A pitch in a day… guess 303 will only get 1 day to turnaround creative briefs from now on… shows how much value the client has for quality thinking!!! Shit in shit out.
What a well considered approach that’s sure to result in the best of outcomes for all involved.
Pitch in a day! Sounds like agency speed dating. I bet any good agency would have rejected this pitch process. No good work or good relationships can come from this. Hopefully it was a paid pitch and Bayer paid all their speed dates within the same day too.
The fact that you accepted this pitch means that i would never work for you or be involved in the sub-par work that 1 days worth of work produces.
You’re part of the problem by enabling these clients.
Be better.