Founded in 1863, Bayer is one of the world’s largest multinational pharmaceutical and life sciences companies. Areas of business include pharmaceuticals, consumer healthcare products, agricultural chemicals, seeds and biotechnology products.
The Bayer meetings and event management team consists of 180 FTEs globally. In 2019, total reported meeting spend was €460M+ across 70+ countries.
With the impact of COVID-19 having a dramatic effect on the demand and delivery of meetings and events, Bayer chose to examine whether their operational model was set up for success. At the same time, they wanted to scrutinise every aspect of their programme at a local, regional, and global level to establish a clear list of priorities and set the strategic direction for the immediate future.