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By summer 2009, it appeared that OMD’s winning streak was about to come to an end.
The problem started back in mid-2008 when, after successfully consolidating big global accounts — including Intel, Visa and Renault-Nissan — its client Vodafone began a market-by-market media review. Holding about half of the telecom’s $1.3 billion advertising budget, OMD knew it had its work cut out for it. By March 2009, things weren’t going so well; OMD lost the lucrative U.K.
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