Bayer Crop Science Canada conducted a closed pitch among its Canadian roster agencies with the goal of consolidating its business in order to provide greater synergies across its entire product portfolio. After a comprehensive pitch process, McCann successfully defended the Crop Protection business and picked up Agency of Record responsibilities for the Seeds and Traits portfolios, as well as Bayer’s digital agriculture platform, Climate FieldView™.
“We’ve been working with McCann since 2011, and we are pleased to take that relationship to the next level by awarding them our full portfolio of brands,” said Lauren Davis, Marketing Communications Manager at Bayer Crop Science. “It was very important for us to consolidate our marketing communications with one agency because, now more than ever before, we are able to offer a full range of solutions to Canadian farmers.”
At the same time, Bayer’s Consumer Health division was running a pitch across their portfolio of Consumer Health brands. And while McCann Worldgroup has one of the leading health practices in Canada, going into the pitch they didn’t have any of Bayer’s Consumer Health business. After a comprehensive pitch process, McCann Health was awarded the healthcare professional marketing for both the Canesten and RestoraLAX businesses, two important OTC brands in the Bayer portfolio.
“We are very pleased to be working with McCann Health. The team’s strategic and creative capabilities, as well as their fresh perspectives on healthcare professional connections and communications channels, proved they can unlock new potential for our business in Canada,” said Lauren Felix, Senior Manager, Media and Digital Strategy for Bayer Consumer Health.
The win adds to McCann Health’s growing OTC portfolio, for which they develop communications that target healthcare professionals, pharmacists, GPs, gynecologists and gastroenterologists.
“We are thrilled with both of these important wins,” said Simon Sikorski, CEO of McCann Worldgroup Canada. “Crop Science is incredibly meaningful to us because agriculture is so important to Canada. We’re proud to be a part of helping Bayer shape the future of agriculture through innovation, sustainability and digital transformation. We’ve put a great deal of effort into getting to know the industry over the past eight years and we look forward to putting even more heart and hard work into the future.”
Discussing the Consumer Health win, Sikorski added, “McCann Health’s win of the Consumer Health division brands is equally important for us. Earlier this year, we reorganized our health practice to integrate our healthcare communications and pharmacy marketing practices to better serve our clients’ needs. As a result, we are better able to provide clients with an expanded range of capabilities so that they can reach a broader base of healthcare professionals.”
Read more about it in Strategy Magazine…