LONDON - WPP's GroupM has been appointed to handle Bayer's newly consolidated £500m media planning and buying business throughout Europe, Asia and Latin America.
The international account does not include North America but does include the pharmaceuticals giant's business in the UK.
GroupM fought off competition from Interpublic Group and Omnicom Media Group during a seven month review process.
The review was called last July in an attempt to consolidate Bayer HealthCare's multiple agency roster.
Bayer-owned brands include Berocca, Rennie and Canesten.
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