Bayer roster agencies BBDO and JWT have gotten richer in brand assignments via Bayer's acquisition of Merck. But for JWT to take on Coppertone—a big Merck brand that conflicts with existing business—parent company WPP Group had to create a separate unit.
Bayer HealthCare has shifted U.S. media planning and buying for its newly-acquired Merck consumer product line to MediaCom from Initiative, a Bayer executive confirmed. Annual media spending is estimated at $150 million. The shift came without a pitch.