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LOS ANGELES Paramount Pictures has awarded its $480 million media planning and buying business to WPP Group’s Mediaedge:cia following a review, a client representative has confirmed.
The shop prevailed over Interpublic Group’s Initiative, Omnicom Group’s PHD, and incumbent Publicis Groupe’s MediaVest in the competition’s final round.
All of the contenders pitched the account from their offices in New York.
In February, Paramount evp worldwide marketing and advertising Steve Siskind moved from 20th Century Fox, where he worked with mediaedge:cia sister network MindShare.
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