Disruptive Dose with Glenniss Richards

Sr Director, Media | Bayer

May 2026

In this DHCG Disruptive Dose, Mark Bard speaks with Glenniss Richards, Sr. Director of Media at Bayer, about navigating media strategy and innovation within a large pharmaceutical organization. Richards emphasizes balancing proven media fundamentals with emerging channel experimentation, noting that successful innovation requires clear business objectives rather than chasing technology. She discusses Bayer’s approach to media planning across diverse therapeutic areas, the challenge of maintaining consistent measurement and attribution, and the growing importance of data quality in media decisions. Richards offers practical perspective on how cross-functional collaboration between media, marketing, and analytics teams drives more effective outcomes while building organizational capacity for testing and learning.