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CHICAGO – Changes in Tenet Healthcare Corp.’s marketing plan, including a sharply reduced budget, will force layoffs at lead agency BVK/McDonald and could open the door for other shops, according to the client and agency.
“The philosophy has changed,” said David McAdam, senior vice president of corporate communications at Santa Barbara, Calif.-headquartered Tenet.
The company has given more autonomy to its six operating regions, each of which has been asked to develop its own marketing and advertising plan.
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