±±¾©Èü³µpk10

Initiative, which previously handled the buying, competed against OMD, which handled the planning, in the review.

Richard Beaven, chief executive of Initiative North America, said: "This is both a testimony to the great work Initiative has done for Bayer over the years and an acknowledgement of our capability to deliver end-to-end solutions."

Bayer HealthCare's brands include Alka Seltzer and Aspirina.

The agency's new business wins over the past year include CBS, Showtime, Lionsgate Films and Gateway the computer manufacturer.