Toronto-based Bayer HealthCare’s Animal Health Division has picked Calgary’s Woodruff Sweitzer as its new agency of record.
According to Stefan Freeman, Bayer’s country division head, the agency has done project work for the company’s food animal business since 2005, but as AOR it will now work with all of its brands in the animal product portfolio across Canada.
“Woodruff Sweitzer understands science-based businesses and brings extremely experienced creative expertise to our category,” said Freeman. The account was previously handled by AdFarm from its office in Guelph, Ont.. AdFarm continues to work with Bayer CropScience.
Susan Groeneveld, director of Woodruff Sweitzer, said her agency will handle business-to-business work, point-of-purchase marketing, local promotions and product launches for Bayer.
Although Bayer Animal Health in the U.S. does a huge amount of mainstream, mass media consumer advertising, Freeman said most of its Canadian marketing will target veterinarians.
