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NEW YORK NBC has cut the number of agencies in its ongoing media review from 18 to roughly a half-dozen, according to sources.
In addition to three incumbents—MDC Partners’ Media Kitchen, Publicis Groupe’s MediaVest and independent Horizon—both deutschMedia and Initiative (which are Interpublic Group shops) made the cut, as well as one or two undisclosed others, sources said.
NBC spent $140 million in measured media in 2004, according to TNS Media Intelligence.
The network sent out letters on Monday notifying contenders of the cut.
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