A global campaign will be the agency’s first work for the Bayer brand
MullenLowe New York has been named the U.S. agency of record for pain reliever brand Aleve after a competitive pitch that involved four agencies.
The win gives MullenLowe New York both the Aleve U.S. AOR title and the interagency team lead for the brand. The IPG agency will guide Aleve’s other partner agencies to put forth the top work for the Bayer-owned brand. MullenLowe is tasked with creating a global 360 campaign for Aleve, among other duties.
“The MullenLowe team got to the heart of this brand and its role in the world. We’re excited to partner with them to bring that to life in a creatively evocative way,” Jeff Jarrett, North America CMO at Bayer Consumer Health, said in a statement. “Inarguably, the strength of the work is what helped us crystalize the new partnership.”
The work, which is set to launch in May, will showcase ways for people to use Aleve when it matters most—when they need to show up for the people and things they love.
‘Absolute honesty and humanity’
“At MullenLowe, it’s important to make sure our creative ambitions are aligned with those of our partners. From our first meeting, we really connected with the Aleve team and had very honest discussions about what the brand needed. We are looking forward to this partnership and are already working on what’s next for Aleve,” said Ricard Valero, executive creative director at MullenLowe New York, in a statement.
Added Jonny Gadd, head of planning at MullenLowe New York: “Bayer’s mission is to use science to improve lives. We saw our task as reconnecting consumers with the truth of this brand with absolute honesty and humanity.”
This is the second major win for MullenLowe U.S. this year, as the agency’s Boston office was named the creative agency of record for KFC after a long pitch process.
In September 2021, Bayer consolidated its media account, awarding WPP’s MediaCom as its global full-service media agency.
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