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Reaction was encouraging to last week’s official launch of the Big Three agency holding companies’ initiative to create a standard media buying protocol.
The new company [Adweek, March 26, 2001] seeks participation from other media networks, either by offering them a stake in the new venture or through some other affiliation. Bcom3 has already expressed a desire to participate, sources said, and others also are interested.
“We are going to sit down and find out in detail what their plans are,” said Rich Hamilton, U.S.
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