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The creative review for American Express' Open is in the early stages, with replies to the company's request for proposals due back this week.
Media spending on the brand exceeded $36 million last year, down from $52 million in 2010 and $41 million in 2009, according to Nielsen. Those figures don't include online spending.
Boston-based consultancy Pile + Co. is managing the search. Typically, Pile initially contacts no more than 10 agencies at this stage, asking for case histories and a video featuring executives who would work on the business.
The incumbent, MDC Partners' Crispin Porter + Bogusky, is expected to defend.
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