OSL's Secret Sauce

By: Kristin Laird

Pushing hot buttons helps OSL win Bayer HealthCare business


When the consumer care division of Bayer HealthCare wanted a promotional agency, OSL Marketing knew which buttons to push. The Mississauga Ont.-based firm was on a short list with six other agencies, when they presented Bayer with its "hot button database"-information about different retailers it only shares with clients to assist with promotional activities.

During the pitch, OSL's team recommended specific programs for specific retailers and gave reasons why. OSL partner Marty Goldberg believes sharing retail brand activation work experiences from other clients, like Kimberly Clark and Pepsi-QTG gave Bayer an appreciation of OSL and its competency. The agency demonstrated its understanding of how retailers tie into promotional activities. It's the "secret sauce" that helped them win the pitch, he says.

Sean O'Dowd, Bayer HealthCare's VP of marketing, says the agency also demonstrated an understanding of Bayer's targets. "We were impressed by their strategic thinking, the work they have done with other partners, and the expertise they have in consumer activation," he says.

The review-which Goldberg calls "structured and focused"-was a two-part procedure. First came the standard sit-down with Bayer. OSL representatives answered questions about the agency's structure, process, and approach. Round two involved problem solving. The agency had to present to Bayer's senior management group a solution to a strategic issue for a specific brand. The idea presented during the pitch is similar to what consumers can expect to see in retail outlets for back to school season, says Goldberg.

Before the review, Bayer used a number of agencies on a project basis-one of which was OSL-but it was clear a multi-agency system was inefficient, says O'Dowd. Bayer wanted one shop "who understood our business, instead of re-educating a different agency every time."

The deal with OSL covers a suite of services-promotional marketing, web activity, and key account marketing-for a number of brands including Flintstones Vitamins, Midol, Aspirin, and One-A-Day Vitamins.

The review wrapped up late last year, however the formal partnership began in January. Agency and client are talking daily, with new work to come soon, and Goldberg is pleased with the relationship the two have forged. "It's a relationship that's built on openness-and there's been a good amount of integration so far."

This article appeared in Marketing Magazine the week of May 14, 2007.