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BOSTON–The American Legacy Foundation is on the verge of assigning the media portion of its $60 million account to an undisclosed startup, said Chris Cullen, evp of marketing and communications at Legacy.
In November, Legacy launched an internal audit of its media buying and planning duties in conjunction with Pile and Co., the management consulting company in Boston, with an eye toward gaining more media efficiencies, though a review never developed.
As part of that process, Legacy officials spoke with some dozen media experts, including executives with Carat and Initiative Media, sources said.
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