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. The shop already handles media chores on the client's Consumer Care division, which spends about $250 million a year on ads.
The agency declined to comment, but sources said staffers were informed of the win on Tuesday via e-mail. Bayer officials could not immediately be reached.
Nielsen Business Media