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BOSTON GMAC Financial Services has selected Publicis Groupe-backed Bartle Bogle Hegarty in New York as its global lead agency following a review, the client said today.
The company’s ad spending in the U.S. alone was $13 million last year and it spent $4 million in the first quarter of 2008, per Nielsen Monitor-Plus. GMAC spent almost $25 million in 2006. GMAC’s estimated global ad spend last year was $15 million.
A client representative said GMAC has worked with various shops depending on particular lines of business, though none held a lead-agency position.
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