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In a shift to a more digitally-driven marketing strategy in North America, The Economist has tapped Atmosphere Proximity, N.Y., to lead brand communications and marketing after a review.
Other agency contenders could not be immediately identified and the client declined to reveal them. Spending in 2011 was not available from Nielsen.
The shift to the BBDO digital network keeps the marketing communications within the agency family. BBDO had been handling traditional advertising for the title in the states and London’s AMV BBDO continues to work on the account in the U.K.
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