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The Patrón Spirits Company has begun a search for a new agency to handle its creative and media business.
Incumbent Cramer-Krasselt was invited to defend but declined, according to a representative for Patrón. Lee Applbaum, global chief marketing officer for the company, is the key decision-maker in the search.
The company spent nearly $42 million in media last year, down slightly from 2012's total of $45 million, according to Kantar Media.
"We're looking for a highly strategic and creative agency partner," said Applbaum, in a statement.
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