Finalists Await Verdict in Bayer’s U.S. Media Review

2 shops pitched the business this week

Final presentations took place this week in Bayer’s U.S media review but a decision isn’t expected until early next year.

The finalists are the incumbent, Initiative, and MediaCom, Bayer’s lead media shop outside the U.S., a Bayer representative confirmed.

MediaCom pitched on Tuesday and Initiative went on Thursday. The meetings occurred at Bayer HealthCare’s headquarters in Morristown, N.J. The agencies declined to comment.

The assignment encompasses all divisions of Bayer HealthCare, including consumer care, pharmaceuticals, animal health and medical care.

The company’s media spending totaled nearly $335 million last year, down from about $350 million in 2009 and more than $470 million in 2008, according to Nielsen. Those figures don’t include online spending.


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