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NEW YORK Interpublic Group’s Initiative has added planning, digital and local buying duties on Big Lots stores following a review. The agency already handled the national buying portion of the business.
The Columbus, Ohio-based client, a wholesale retailer with locations mostly in the South and Midwest, spent $45 million on advertising in 2006, according to TNS Media Intelligence.
Rob Claxton, svp, marketing at Big Lots, said the new duties account for “more than 50 percent” of his company’s media billings.
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