Bayer vs Pfizer

Streuplan Creates Three TV Spots for Bayer Switzerland

The Swiss agency Streuplan has developed a summer campaign for Bayer Schweiz to promote Bepanthen MED Plus. The campaign's centerpiece is three TV spots depicting a hiking family encountering minor mishaps, which alter their planned excursion. Each spot addresses a different everyday situation: differing parenting views, excessive smartphone use, and a runaway cheese disrupting a photo session. The films aired on TV channels across German-speaking Switzerland, French-speaking Switzerland, and Ticino, targeting relevant audiences. The production was shot over two days in Morschach, Switzerland, with Salient Media handling production and Nicholas Beyeler directing. Both long and short TV versions were created, along with adaptations for social media in landscape and portrait formats. A key visual for point-of-sale communications was also produced. The campaign ran during the summer across all three language regions.

• Streuplan created a summer campaign for Bayer Schweiz promoting Bepanthen MED Plus.
• The campaign consists of three TV spots showing a hiking family experiencing minor mishaps.
• The spots aired on TV channels in German, French, and Italian speaking regions of Switzerland.

German Companies Cut Thousands of Management Jobs

German corporations are eliminating thousands of management positions, particularly in the middle management layer between C-suite and operational business. Volkswagen plans to cut about 5,000 of its 21,500 management roles worldwide, BMW is reducing leadership levels, and BASF has already shed 11% of its managers in the past two years. In 2025, a record 49,000 executives were unemployed. Bayer CEO Bill Anderson is spearheading a radical restructuring, aiming to eliminate up to 12,000 of roughly 17,000 leadership positions by flattening the corporate hierarchy from twelve levels. This trend is driven by weak economic conditions, high transformation costs, and a desire for leaner, faster organizations. Affected managers face not only financial uncertainty but also loss of status and identity, and re-entering the job market is challenging as companies now prioritize operational experience, technology skills, and change management capability.

• Volkswagen plans to cut approximately 5,000 of its 21,500 management positions worldwide.
• BASF has reduced its leadership workforce by 11% over the past two years.
• A record 49,000 executives were registered as unemployed in Germany in 2025.

Iberogast's Big Screen YouTube Strategy Boosts Reach by 17 Points

At the YouTube Festival 2026, Bayer's Consumer Health brand Iberogast presented a case study on shifting TV budget to YouTube to reach younger audiences. Facing an awareness gap among 25-44 year-olds, Bayer used Google's DV360 Reach Planner to model an integrated cross-media plan. The recommendation was to shift 30% of the TV budget to YouTube, targeting Connected TV (Big Screen) with non-skippable ads. The campaign achieved a net reach of 67%, 17 percentage points higher than a pure TV campaign, exactly as predicted. Brand Lift data showed a 41% increase in ad recall and a 7% increase in purchase intent. This pilot has become the new standard for Bayer Consumer Health, which now orchestrates a holistic Big Screen strategy across its brand portfolio, planning linear TV and YouTube together.

• Bayer shifted 30% of Iberogast's TV budget to YouTube as recommended by Google's DV360 Reach Planner.
• The campaign reached 67% net reach in target audience, 17 percentage points higher than a TV-only campaign.
• YouTube reaches 57 million German users monthly, including 20.7 million via Connected TV.

Pfizer and BioNTech Receive U.S. FDA Approval for XFG-adapted COVID-19 Vaccine

Pfizer and BioNTech Receive U.S. FDA Approval for XFG-adapted COVID-19 Vaccine

Non-endemic brands target Amazon via retail media

Kiri Masters requested her Amazon advertising data and discovered nearly 400 advertiser audiences that included many non-endemic brands (banks, insurers, airlines, streaming services). The piece argues retail media networks (RMNs) are increasingly attractive to advertisers that do not sell on the retailer, driven by harder-to-access consumer data elsewhere, DSPs expanding offsite reach (notably Amazon DSP), and improved measurement (e.g., Amazon Marketing Cloud). Examples cited include Home Depot’s Orange Apron Media beta with Pinterest, Kroger running Chevrolet’s Equinox EV via Yahoo DSP, and Dick’s Sporting Goods exploring financial-services partnerships. Industry sources and forecasts (eMarketer, IAB, academic commentary) are used to frame this as a structural growth opportunity for sophisticated RMNs able to service non-endemic demand.

• Kiri Masters requested her Amazon consumer ad data and found an 'AdvertiserAudiences' file listing nearly 400 companies including Pfizer, GEICO, Emirates Airlines, Chase, McDonald’s and Westpac.
• Amazon recorded 42 conversion events for the author between June 19 and August 5, with Emirates appearing 18 times.
• eMarketer projects US offsite retail media ad spending will reach $17.05bn in 2026, up 29.5% year over year.