Incumbent Initiative will defend. Deutschland-based Bayer spent $546.7 million in U.S. advertising in 2010, per Ad Age. Initiative handles U.S. planning and buying for Bayer’s health-care and consumer-care divisions, including Bayer, Aleve, One A Day, Yaz and Alka-Seltzer and others.
In 2009 Bayer placed its U.S. HealthCare media duties with Initiative after a review. At the time the IPG media shop was already handling the client’s Consumer Care division.
The HealthCare account had been split between Initiative, which handled national broadcast, and MEC, which handled the rest.
Bayer’s worldwide sales in 2010 were up 7.2% over 2009, to $46.6 billion, according. U.S. sales were up 0.2% to $9.4 billion.