I-Level to handle Bayer's digital account

Earlier this week, the pharmaceuticals giant behind leading brands Berocca, Alka-Seltzer and Rennie moved its £11m media business out of PHD and into WPP-owned agency Mindshare after a closed review.

Although no figures for its predicted digital spend were available, Bayer's consumer division spent £72,000 on digital in 2007, according to figures from Nielsen Media Research.

I-Level's role will focus on delivering a market-leading digital strategy for the firm's brands, as well as increasing consumer understanding and awareness.

The agency will develop and manage an integrated digital strategy, including social media activity through Jam, I-Level's social media unit launched in March.

Jam was appointed by Berocca in June to devise a social media strategy that included sending out Berocca relief packs to bloggers and a viral that received 5.7 million global views, 1.8 million of which were from the UK.

In addition to the Bayer win, I-Level has won 10 new accounts this year including Sony, Beck's LOVEFiLM, BBC, Honda, ITV and Absolute radio.

This article was first published on Media Week