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Joint Effort Will Help Companies Compete in DTC Category
LOS ANGELES–CIA Medianetwork and The Quantum Group, the consumer arm of healthcare marketing company CommonHealth, have joined forces in a “strategic alliance” to compete in the direct-to-consumer (DTC) category.
The alliance gives CIA an entry in the category and the addition of Quantum’s estimated $150 million in media billings to its current U.S. total of $600 million.
For its part, Quantum gets a mainstream media-agency partner to help it compete against a challenge from traditional shops in the DTC space.
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