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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.
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