Satellite TV carrier DirecTV has awarded digital creative and media chores to WPP's MediaCom after a review. Spending on the account is estimated at $35 million, per sources.
It could not be immediately determined which other shops participated in the review.
Interpublic Group's Deutsch/LA handles traditional creative and media duties for DirecTV, and those assignments were not part of the review process. Overall, the client spent roughly $310 million in measured media through the first nine months of this year, according to Nielsen.
Earlier this year, MediaCom integrated its stand-alone digital unit, Beyond Interaction, into the broader agency organization. Sloan Broderick, who headed Beyond as managing director, continues to oversee the shop's digital activities and led the pitch for the DirecTV business, per sources.
MediaCom declined to comment, and referred calls to the client. A rep there had no immediate comment on the selection.
This story corrects an earlier item, noting that Deutsch was not the incumbent on the work in play, nor was Digitas a review participant.