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NEW YORK Yogurt maker Danone has appointed WPP’s Mediaedge:cia to handle media duties in the U.K. after a review, the client confirmed today.
The incumbent on the estimated $75 million account was Aegis Group’s Carat, which defended. The other finalists were Havas’ MPG and Omnicom Group’s OMD.
The U.K. decision came three weeks after Danone awarded its $75 million U.S. business to MPG, following a five-month review [Adweek Online, Oct. 4]. WPP Group’s MediaCom was the U.S.
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