Bayer Consolidates Media at Initiative

Agency Gets Planning From OMD for $200 Million Account

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NEW YORK (AdAge.com) -- Bayer Consumer Healthcare, a subsidiary of German health-care giant Bayer AG, has relieved a headache for Initiative Worldwide. The marketer has consolidated its $200 million media-buying and -planning duties at the agency following a review, according to a knowledgeable executive.
The win is a coup for Initiative and its North American CEO, Richard Beaven.
The win is a coup for Initiative and its North American CEO, Richard Beaven.

Interpublic Group of Cos.' Initiative, which has handled media buying for Bayer Consumer on brands including Aleve and Alka-Seltzer, picks up planning duties from rival OMD, part of Omnicom Group.

Consultants Jane Twyon of Jane Twyon Inc., and Joanne Davis of Joanne Davis Consulting, both New York, handled the review, which became public in early December. WPP Group's Mediaedge:cia was also a contender in the final round of competition.

The win is a coup for Initiative and its North American CEO, Richard Beaven, who joined the company last year from Publicis Groupe's MediaVest. The decision by Bayer, one of Initiative's largest clients, to remain at the agency is a vote of confidence for the changes Mr. Beaven is implementing.

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CORRECTION: An earlier version of this story incorrectly named the consultants on the review. Both Jane Twyon Inc. and Joanne Davis Consulting handled the agency search for Bayer.
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