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With a little help from a fellow Interpublic Group agency, Initiative has landed media responsibilities for SeaWorld Parks & Entertainment.
The assignment encompasses SeaWorld’s theme parks in the U.S., including SeaWorld, Busch Gardens, Sesame Place and Discovery Cove. Initiative will plan and buy media in both traditional and digital outlets. The agency also will provide data analysis.
SeaWorld’s media spending totaled about $42 million last year, down from $48 million in 2011, according to Nielsen. Those figures don’t include online spending, though, so SeaWorld’s total annual outlay is actually somewhat higher.
The account shifted from Omnicom Group’s OMD after a series of meetings between Initiative and SeaWorld executives.
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