The World: New York - Bayer planning and buying task given to Initiative

Initiative North America has been awarded the consolidated media planning and buying account for Bayer HealthCare's consumer care division.

This means that Initiative now adds planning duties on the account to its existing media buying assignment.

Richard Beaven (pictured), the chief executive of Initiative North America, described the appointment as "both a testimony to the great work Initiative has done for Bayer over the years, and an acknowledgment of our capability to deliver end-to-end solutions".

Initiative already handles media for Bayer in Austria, Spain, Argentina, Chile, Colombia, Ecuador and Venezuela.