Bayer UK hired W Communications

2026 · Consumer health / OTC

Canesten is a licensed medicine, so it cannot answer thrush misinformation on TikTok and Instagram in its own words the way the misinformation is spread.

On the public record

The problem is documented by somebody with nothing to gain from the agency winning the work.

How we know

The published scope for Canesten is social content aimed at women aged 18 to 30, a campaign to counter misinformation about thrush, influencer activity and experiential work. That a regulated medicine brand cannot post freely is a matter of UK advertising law.

Who says so	PRWeek UK, with The Go Network's agency moves roundup logging it independently. Read it
A second source	The Go Network's February 2026 UK agency moves roundup states independently that Bayer appointed W Communications as the PR agency for its consumer health brands Canesten and Berocca in the UK, and classes the win under healthcare and consumer health.
What the agency was asked to do	Not published as a quoted brief. On record: W leads social content for Canesten targeting women aged 18 to 30, and will develop a campaign to address misinformation around thrush, plus influencer activity and experiential campaigns. The account also covers Berocca.
How that happened	PRWeek UK reports the appointment but does not say whether there was a pitch or who else was considered. W Communications announced it on its own LinkedIn the same day.
How long it took	Announced 6 February 2026. Pitch length, start date and contract length not published.
Recorded as	Bayer UK (Canesten, Berocca) (Bayer Consumer Health)

Watch out for: This is a UK PR appointment with influencer activity as one named line, not an influencer agency of record. The full PRWeek article is behind a hard paywall, so the scope wording here comes from the article's published summary and the roundup, not from a full read. No pitch process is on record.

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