Bayer marketer: Agency “inertia” leads to brands in-housing

Bayer Consumer Health, the pharma company, is seeking to introduce greater dynamism into its media strategy.

Christina Meringolo insists that the relationship between a brand and its agencies “should never be static.”

But, she admits, “We've all allowed some inertia to set in.”

The vp/consumer engagement for Bayer US Consumer Health told delegates at the 4A’s (American Association of Advertising Agencies) Decisions 20/20 conference, “It's really important that we're looking at what we're trying to accomplish and how we define the value that we're looking for.”

Christina Meringolo, vp/consumer engagement, Bayer US Consumer Health

To that end, she proposed, “We need to look at how we shape our own structure as well as the structure...

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