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Bayer HealthCare has consolidated its U.S. media duties with Interpublic Group’s Initiative after a review, according to sources.
The account had been split between Initiative, which handled national broadcast chores, and WPP’s Mediaedge:cia, which handled the rest of the account. Other shops in the pitch were not immediately known.
The Bayer HealthCare unit spends close to $100 million annually on domestic measured media, sources familiar with the spending said.
The win provides Initiative with another big chunk of Bayer business.
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