Earlier this week, Media Week reported that Bayer had moved its £11m media planning and buying account out of PHD and into Mindshare as part of a realignment of its marketing services.
However, Mindshare will not be handling the digital side of the business and I-level has accordingly been charged with establishing a digital media strategy for Bayer's brands. This will include social media activity driven by I-level's Jam division, which was formed in March.
Mark Creighton, I-level's managing director, said: "It's really exciting working with brands that truly understand the power of digital. We're looking forward to developing a strategy across Bayer's brands that uses the breadth of digital communications to increase greater product engagement and understanding."
I-level's relationship with Bayer goes back to June, when it was awarded a contract to devise a social media strategy for vitamin and mineral pick-me-up brand Berocca. Jam devised a campaign that saw Berocca Relief Packs sent out to bloggers and the creation of a viral that generated 5.7m global views and 1.8m UK views.
Bayer's consumer division spent £72,000 out of its £11m media budget on the internet in 2007 according to figures from Nielsen Media Research. No figures for its future digital spend were available.
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