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Serta has shifted its media business to Initiative after a review.
The Interpublic Group shop will handle planning and buying of media in traditional and digital channels. Annual media spending is estimated at $30 million.
Initiative succeeds Doner on the account. Doner, however, retains lead creative responsibilties on the mattress brand. The Doner relationship dates back to 2000.
In the review, Initiative outstripped two other finalists, which sources identified as Spark and TargetCast.
In a statement, Shane Ankeney, Initiative's U.S.
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