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A TV campaign from FCB Worldwide for the $50 million launch of Microsoft’s Ultimate TV was scrapped and replaced with spots from Rodgers Townsend in St. Louis, the company said.
Although its TV work got bounced, FCB San Francisco remains lead agency for the Mountain View, Calif., based division of Microsoft, said Beth Kachellek, director of advertising and brand management for Ultimate TV. FCB continues to handle print and media planning. Microsoft agency McCann Erickson is the division’s media buyer.
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