Starcom Worldwide has been appointed as media partner by Bayer HealthCare’s Diabetes Care Division, a player in the healthcare nutrition and high-tech materials business. No pitch process preceded the development. Starcom managed the media needs of Bayer India’s Consumer Care division between 2001 and 2002. Now Bayer is entering the consumer market again in the healthcare domain.
Manish Porwal, Managing Director, India-West and South, Starcom Worldwide, said, “Bayer is a world leader and pioneer in healthcare and we are excited to have renewed our relationship with them. The fact that Bayer chose to come back to us without a speculative pitch is a further reassurance to us that Starcom clients look at us in true spirit of partnership.”
“As the issue of diabetes reaches crisis levels in India, which is now considered the diabetes capital of the world with over 30 million diabetics, we hope to guide Bayer’s communication efforts in helping people identify and check the ailment in time,” he added.
Starcom’s key role will be to define and communicate Bayer’s brand personalities through strategic, targeted and creative media planning and in the process, its media negotiation entity, India Media Exchange, will strive to bring value addition through smart and contextual buying.
Amogh Mayekar, Head-Marketing Bayer HealthCare, Diabetes Care, said, “It is indeed comforting to be back with Starcom. The organisation has not just grown rapidly, but also added a host of new competencies since we last worked with them and it still looks that they are well integrated in thought. It is our belief that the need of our business is creative use of 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.”