RE: Bayer & mightyhive15 Nov 2018 11:09
Continued ..
“Year one is going to be the strategy and planning, and year two is going to be the actual physical act of buying and clicking buttons,” said Palau. “We’ll own all the digital end-to-end.”
Palau said Bayer was attracted to using a transition agency like MightyHive because it allows the company to avoid a lot of the growing pains when it comes to bringing media in-house. Unlike other agencies, MightyHive promises that a company will be self-sufficient after a dedicated time period.
One issue is talent. Palau said getting people to work in North Jersey can be a challenge. Using MightyHive provides the people the company will need to begin the transition. “As we start to onboard all of our data and put things into our system, there will be the question of the bandwidth of the team,” said Palau, “which is why it’s so important to have a group like MightyHive support the business.” According to Digiday research, 73 percent of marketers said hiring talent is the most significant obstacle to bringing media in-house.
Palau said Bayer is concentrating on drawing in professionals who have perhaps two jobs under their belt already but are looking for the flexibility that working on the client-side can provide. “Agency and startup life can be taxing,” he said. “We’re looking for people who have lived that life but now want to work in a different environment and help change the way a 100-year-old organization works.”
Another reason is that MightyHive will give Bayer the keys to everything it builds. “When you work with your agency, they own the Google seats, and they don’t have to give them to you. Technically, the set-up and data associated with it is typically owned by your agency,” said Palau. “That makes transitioning a challenge.”
The move in-house will take duties away from GroupM agency MediaCom, which has held the business since 2011, although GroupM will still manage the company’s communications planning and offline media. Bayer still uses multiple outside creative agencies for its campaigns, among which include Omnicom’s Proximity and BBDO for its animal business, and Razorfish and iCrossing for its consumer care division. Bayer spent around $500 million annually on advertising in 2016, according to Kantar Media.
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