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After months of churn, online travel service Orbitz appears to have put the final piece of its marketing puzzle in place by naming Optimedia to handle its offline media chores in North America.
The New York-based Publicis Groupe agency succeeds Mullen’s MediaHub in Boston, a unit of Interpublic. The client continues to handle online buys internally.
Orbitz spent $40 million on traditional ads last year, down $20 million from its ’08 paid-media expenditure, per Nielsen.
Optimedia won a closed review that played out over the past few months.
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