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NEW YORK The History Channel called off its $15 million creative review, and has decided to hand out assignments on a project basis. One recipient is Boston’s Smash Advertising, which has previously worked for the client.
“Our projects are so diverse,” said Mike Mohamad, svp for marketing for History Channel. “We will look at an agency and match the agency with the product we’re trying to market.”
An internal marketing team will oversee History Channel’s overall branding, while various agencies will handle consumer print.
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