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The Los Angeles office of Starcom has won Guitar Center's media business after a review.
The Publicis Groupe shop will take over planning, analytics and buying for the retailer from Horizon Media, which took over the assignment from incumbent KSL Media following KSL's bankruptcy filings. It was not immediately clear how many shops vied for the business.
Guitar Center spends more than $20 million annually on media, according to Kantar Media. Newman Consulting managed the search.
"We look forward to evolving Guitar Center's brand into the future," said Starcom U.S.
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