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System Says Its Budget Will Bulge to $9 Mil.
DETROIT-The Detroit Medical Center plans to significantly increase its ad budget as part of an effort to boost public awareness of its “new and improved” healthcare system, a representative said.
DMC and Doner, Southfield, Mich., severed their five-year relationship in late April. Both client and agency say they were the first to end the relationship. Doner said it dropped the account because DMC’s financial difficulties led the hospital group to dramatically scale back its marketing budget [Adweek, May 3].
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