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NEW YORK–Some 40 agencies will be cut from IBM’s roster in a move reminiscent of the company’s 1994 consolidation of its $500 million global advertising account.
This time, though, IBM’s public relations agencies are competing for a coveted assignment.
Last week, IBM said that by September it will narrow its PR partners from about 50 to three or fewer. And while the scope of the review is similar to the earlier account consolidation, billings are more modest, estimated around $40 million, sources said.
Edward
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