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Following a review, Zenith Optimedia has won Telefonica’s $160 million consolidated account across European markets where the Spanish telecom giant operates under the O2 brand name.
Publicis Groupe’s ZO had handled the U.K. business previously, and now adds chores for markets including Germany, the Czech Republic and Slovakia.
The U.K. portion of the business likely totaled more than half of the overall media spending involved in the consolidation.
WPP’s Mindshare, which handled the account in Germany, was the runner-up in the competition.
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