A “ginormous sheet of paper” was the roadmap for Bayer Consumer US to completely transform the way it goes about buying media.

“It had all these different projects, processes and things that we need to put in place,” Joshua Palau reported to delegates at the Association of National Advertisers’ 2019 (and first) In-House Agency Conference.

“It had milestones and dates – things or steps we could take that became our quest for better technology.”

One early conclusion: “There was top technology that we absolutely need to own … and Bayer made a conscious decision to open up head count around different types of employees.

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