Bayer AG has selected Interpublic Group $(IPG)$ as its global media, production, and creative agency partner for the Consumer Health division. Under the new integrated agency approach, IPG will be responsible for marketing activities for several of Bayer's leading self-care brands, including Aspirin, Bepanthen, Claritin, and Canesten. The new agency model is designed to enhance Bayer's media buying power, deliver more personalized and responsive content to consumers, and ensure global consistency while maintaining local relevance. The transition to the new agency structure is expected to be completed by January 1, following a transition and handover period. The partnership also anticipates leveraging advancements in generative AI tools and capabilities to improve consumer engagement at the local level.