Bayer hires Ketchum for global women's brief

Ketchum will handle global PR activity for the pharma firm's women's healthcare products. The portfolio includes products for female contraception, menopause management and gynecological therapies.

Ketchum was appointed to the account following a competitive pitch against four undisclosed agencies at Bayer Schering's Berlin headquarters.

The agency is charged with targeting women and their partners who are 'of a reproductive age' as part of the brief.

Ketchum will also seek to overcome challenges surrounding cultural and religious sensitivities to contraception, and the misconceptions about the role of hormones as part of the PR activity.