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Sara Lee Australia has centralized the media buying for its $14-million account at Mattingly & Partners, the local Dentsu Young & Rubicam partnership operation. The move was designed to increase the cost effectiveness of rate negotiation, according to Sara Lee. The consolidation of this media function will not affect the relationship between the company and its seven agencies in Australia, which include Saatchi & Saatchi, Lintas, Leo Burnell Connaghan & May and Mattingly Melbourne.
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