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 following the announcement of the appointment on 30 September.
Initiative’s share of the global media business includes a $226.4m (approximately £185.8m) 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 $752m 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.
This story first appeared on Campaign U.K.
