Trinity won a three-way pitch against incumbent Grayling and one other undisclosed agency to secure the business, which includes work on six ‘priority’ OTC brands including Rennie, Canesten and Berocca.
The contract includes consumer and trade relations as well as work on Sanatogen, Qwells and Bepanthen.
Director Caroline Beswick leads the account, reporting to senior marketing manager Bryan Greenaway.
Grayling secured the bulk of its Bayer work more than six years ago, although it had already been working on some Bayer brands previously (PRWeek, 5 Jan 2001).
Greenaway described Bayer’s relationship with Grayling as ‘long and successful’ but said he wanted ‘fresh ideas and a new approach to gaining coverage’.
Grayling continues to work with Bayer Diabetes Care, promoting its portfolio of blood-glucose monitors.