Guitar Center Picks KSL

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NEW YORK The Guitar Center has awarded its estimated $20 million planning and buying account to independent shop KSL Media after a review, the client has confirmed.

Incumbent Revolution Media defended, while Zimmerman also contended.

The award was KSL’s second retail win this month. Two weeks ago, it added the $40 million Anna’s Linens account, also after a review. On the down side, it split with Callaway two months ago, and sources said that $50 million business has moved to OMD.

“We depend on advertising to pull the right people into our stores ready to buy, and that’s different neighborhood by neighborhood,” said Norman Hajjar, CMO at Guitar Center.

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