ABC Television Is About to Pick a Digital Specialist for Its Online Media Buying

Moving away from general Wieden account

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The ABC television network is searching for an agency to plan and buy its digital media, motivated by a desire for digital specialists, according to sources. Digital planning and buying is currently handled as part of its general media account.

Executives at ABC "feel that they need an agency with better digital chops and somebody who can be really close to their Burbank headquarters," explained a source. "Digital media is obviously incredibly important. It changes at the speed of light.

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