Telefónica Shifts O2 Global Media Account to Havas Without Review

Publicis Groupe won assignment in review just three months ago

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Back in July, Telefónica concluded a six-month review for global media buying and planning on its O2 business, selecting Publicis Groupe, much to the relief of incumbent ZenithMedia, which has handled O2's U.K. account (including its earlier incarnation as BT Cellnet) for over 20 years. But now Telefónica has announced a reversal, moving the business to Havas Media without a review.

Havas Media is among the agencies that competed against Publicis Groupe in the original review, leaving some wondering what exactly happened to spur the change of heart.

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