Initiative to handle lion’s share of Bayer’s global media account

Interpublic Group media agency Initiative is set to manage the global media business for the consumer healthcare division of Bayer when it transfers from WPP agency EssenceMediacom.

A full breakdown of the IPG media agencies working on the account was provided to COMvergence this week following the announcement of the appointment on September 30.

Initiative’s share of the global media business includes a $226.4 million (approximately £185.8 million) EMEA portion that has seen the agency rise to second place on Campaign Red's latest EMEA media agancy rankings for October.

Italy, meanwhile, will be handled by Mediabrands, and Australia will be managed by UM.  

The $752 million account consolidation also includes creative and production duties.

There has been no confirmation of which IPG creative agencies will be working on the business; however, MullenLowe previously held creative duties in Europe.

Campaign contacted IPG and Bayer for comment.