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BOSTON-Digitas has added interactive advertising chores for Federal Express, a long-time direct marketing client of the Boston-based agency.
The goal is to develop a “cross-channel marketing approach” for FedEx that dovetails with direct mail and telemarketing efforts the agency has already designed for the client, said Digitas executive vice president Rueben Hendell.
The interactive budget for FedEx was not disclosed.
Digitas, has to some extent, bucked the negative trends dogging some interactive agencies of late, consistently cutting its quarterly losses and adding staff in offices worldwide.
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