• by Joe Mandese  @mp_joemandese, February 19, 2007

Pharmaceutical giant Bayer HealthCare consolidated planning for flagship analgesic Bayer at media buying shop Initiative North America, marking the fifth such planning and buying consolidation at the Interpublic unit over the past year, and signaling a continuing trend toward integration throughout the industry.

The account, which is estimated to bill more than $300 million annually, roughly doubles the amount of revenues Initiative derives from the business.

Bayer's planning had been handled by OMD, which participated in a review along with another finalist, Mediaedge:cia.

The Bayer win is the latest in a series of combined planning and buying assignments for the Initiative over the past year, which have added incremental billings in the $550 million to $650 million range. Other integrated planning/buying wins included CBS, Showtime, Lionsgate Films and Gateway.