Bayer hands digital duties to JWT Vietnam

The appointment followed a pitch called in January, which involved another agency.

JWT Vietnam is also Bayer’s ATL agency.

"JWT really came up with a very strong insight to anchor our campaign," said Nguyen Dinh Hoa, country head at Bayer Consumer Care. "The digital campaign, dubbed '100% You' will bring to life the brand’s proposition of breakthrough performance."

JWT has partnered with Notch Digital to launch the campaign, which also includes a brand hub, content, social media and tracking. The campaign will launch in the third quarter.

Bayer Vietnam is looking at digital to strengthen its leadership in the category. In Vietnam, vitamins and dietary supplements continue to record rapid expansion due to rising wellness awareness and increasing disposable income.

Commenting on the appointment, Sabyasachi Mishra, CEO of JWT Vietnam and Indochina, said, "This category is content driven and that sits well in a digital environment like Vietnam, where culturally there is a natural predisposition toward consumption of online content on brands. This is great opportunity for our digital offering to innovate."