Showing the restlessly humane side of a science company. 

 

Bayer Corporate

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Bayer’s mission, “Science for a Better Life,” carries enormous ambition, but translating that idea into something emotionally resonant for diverse global stakeholders was the real challenge. We were tasked with helping the corporate brand express the human impact of its science, not just the innovation behind it.

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While much of the creative work ultimately didn’t move into production due to budget constraints, the strategic thinking and consulting played a meaningful role in shaping the Bayer brand's evolution. The work focused on reframing the company’s story, grounding scientific progress in human outcomes, and defining how that narrative could live consistently across digital touchpoints worldwide.

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This engagement was less about campaigns and more about foundational brand direction: aligning leadership, clarifying intent, and setting a clearer path forward for Bayer’s global digital presence.

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Contributions:

• Strategic development and senior-level presentations supporting WPP pitch wins

• Concept development in close partnership with creative teams

• Client workshops with senior stakeholders

• Comprehensive audit and rework of Bayer’s global digital footprint

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Agency: JWT Global / WPP