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Media Storm Adds WE's Planning, Buying

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NEW YORK WE: Women's Entertainment has awarded its media planning and buying duties to Media Storm, the company said. Billings are undisclosed but estimated to be in the $5 million range.

Media Storm in South Norwalk, Conn., will handle national, regional and local multimedia campaigns to help the client increase brand awareness. WE, currently available in 54 million U.S. households, offers cable programming directed primarily at female audiences. The channel had handled media in-house.

"We have reached an exciting time in our quest to become the premier cable destination for women," said Jennifer Robertson, WE's director of consumer marketing, in a statement. "Media Storm thinks creatively about media strategy and placement. They are savvy and experienced in this space, allowing them to match media with our growth in the vast world of women."

WE, a part of Rainbow Media, spent $5 million on advertising in 2003, according to Nielsen Monitor-Plus

Media Storm also counts Showtime, Tribune Entertainment and FX as clients.