Sample of Related Brands
|Joe L.||Partner & Chief Creative Officer||MO|
|Brad O.||Chief Financial Officer||MO|
|Leslie F.||Group Buying Director||MO|
|Michael W.||Media Director||MO|
B2B Campaign Imminent: Bayer Environmental Science taps creative AOR amid ad spend increases (Score 51)
In an effort to consolidate its agency relationships, BBDO ATL will reportedly continue to support Bayer's Crop Production portfolio, which consists of herbicides, fungicides and insecticides for row crops and horticulture, along with its new PLUS rewards program. Barefoot Proximity will spearhead holistic portfolio strategy, measurement digital engagement and multi-channel marketing and modeling.
In May 2020, this section of Bayer hired Esteban Sanchez as the global product marketing and brand strategy manager for its North American business; Sanchez formerly served as Indigo's senior agronomic products and digital platforms analytics manager. Considering his digital and analytics expertise, we expect he will lead Bayer's Environmental Science to invest more heavily in these areas.
Adbeat estimates out of the $20.8m spent on digital display ads since May 2018, $14.4m (69%) was spent after May 2019. It placed 88% of these ads programmatically through Google Display Network onto sites such as gardeningknowhow.com, aaos.org, glassdoor.com, reuters.com, washingtonpost.com. It placed 9% of these ads site direct onto sites such as lotterypost.com, reuters.com, famousfix.com, active.com and forbes.com. It placed 2% as native ads through dianomi onto sites such as nasdaq.com, reuters.com, kiplinger.com, theweek.com and dailymail.co.uk. Finally, it placed 1% as video ads through YouTube onto sites such as youtube.com, time.com, sharecare.com, coolmathgames.com and ebony.com.
According to estimates, the company spent around $15.5m on digital display ads YTD, a huge increase from $4.6m during the same time period of 2019. Total spend equaled $28.9m in 2019 and $15.9m in 2018. It mainly targets Gen-X and boomer men via this channel (see targeting right).
It also utilizes local advertising methods such as OOH, print (B2B magazines), radio and local broadcast; remember, though, that many companies temporarily pulled back from heavy OOH investments since people aren't driving as often right now due to the global pandemic. This branch of Bayer seems to target farmers, pest control companies, golf courses and lawncare companies. Its huge digital display and national TV ad spend increase leads us to believe it's doing all it can to reach men of all ages: Gen-Z, millennial, Gen-Z and boomers.
Since HLK specializes in creative and technology, we are working hard to determine whether or not it is also handling Bayer's digital work. Considering agency reviews often follow one another, you may be able to secure media buying and/or planning duties, which Rhea & Kaiser currently handles. We assume you'll have the best luck with project-based work.