• Mediaweek, Wednesday, November 11, 2009 10:41 PM

Bayer HealthCare has consolidated its U.S. media duties with Initiative after a review. The account had been split between Initiative, which handled national broadcast chores, and Mediaedge:cia, which handled the rest of the account. Other shops in the pitch were not known

The Bayer HealthCare unit spends close to $100 million annually on domestic measured media. Initiative already handles media chores on the client's Consumer Care division, which spends about $250 million a year on ads.

Read the whole story at Mediaweek »