Bayer’s Hispanic Broadcast Goes to Initiative

NEW YORK Initiative Media has been awarded the estimated $5 million Hispanic market national broadcast buying account for Bayer HealthCare’s Consumer Care Division, the agency said.

The assignment begins next year for the Interpublic Group shop and is centered around a campaign for Bayer’s Alka-Seltzer brand.

Bayer spent just under $25 million on ads for Alka-Seltzer and Alka-Seltzer/Plus in 2002, according to TNS Media Intelligence/CMR.

Creative on the Hispanic broadcast work will be handled by Aragon in New York, a multicultural shop. Omnicom’s BBDO handles most of Bayer’s general market products.