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NEW YORK Interpublic Group’s Initiative has been awarded the consolidated media planning and buying account for Bayer’s consumer care division, the client has confirmed.
Bayer spent nearly $400 million on ads in 2006 after spending $375 million in 2005, according to Nielsen Monitor-Plus.
Initiative previously handled media buying for Bayer and now adds planning duties on the account. Other contenders included planning incumbent Omnicom Group’s OMD and WPP Group’s Mediaedge:cia. All pitched from their offices in New York.
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