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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.
In May, Bayer agreed to acquire Merck’s consumer business for $14.2 billion, which made the German pharmaceutical giant one of the largest manufacturers of over-the-counter products. Among the brands that Bayer added in the deal were Claritin, Coppertone, Bain de Soleil and Dr.
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