been roped in as media partner by Bayer HealthCare to handle the duties for its Diabetes Care division. This is not the first time that Starcom has been entrusted with the media duties of Bayer HealthCare; the agency was handling the media needs of Bayer India's Consumer Care division between 2001 and 2002.
The size of the business is learnt to be in the region of Rs 15 crore for above-the-line advertising as well as below-the-line activities. No multi-agency pitch was called; Starcom won the business based on its earlier work for Bayer HealthCare. The Mumbai branch will handle the business.
Adds Amogh Mayekar, head, marketing, Bayer HealthCare, Diabetes Care, "It is our belief that the need of our business is creative use of a multitude of contact points rather than classical media alone and this is where we look forward to benefiting from Starcom's depth of knowledge and width of services. Their refreshing approach towards consumer attention that is so media and investment neutral was one of the key motivators for us to make the decision in their favour."
The Bayer Group is a global enterprise with core competencies in the fields of health care, nutrition and high-tech materials. Bayer HealthCare, a subsidiary of Bayer AG, combines the global activities of the Animal Health, Consumer Care, Diabetes Care and Pharmaceuticals divisions. The Diabetes Care division is one of the world's market leaders in the field of blood glucose monitoring systems.