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Lenovo Selects an Agency for U.S. Media

Digitas succeeds Neo@Ogilvy on the business

Photo: David Paul Morris/Bloomberg via Getty Images

Digitas has won Lenovo's North American media planning, buying and analytics responsibilities.

The hire follows a two-month review in which Deutsch and Kirshenbaum Bond Senecal + Partners were also finalists. Incumbent Neo@Ogilvy did not defend. 

The assignment, which covers traditional and digital media channels, will be handled at the agency's Boston office.

Lenovo spent $30 million on media in 2011, according to Nielsen. That figure does not include digital spending.

“As we continue to grow our share and relevance in a highly competitive industry, we need an agency to help us break through to our target audience," said David Rabin, Lenovo's executive director of marketing for North America. "Digitas has proven experience creating powerful brand-consumer relationships, building media platforms with a global reach, and providing a central focus on digital marketing.”

Hasan + Co. in Raleigh, N.C., helped manage the search.

Saatchi & Saatchi is Lenovo's lead global creative agency.

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