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LONDON – Sony has bypassed its U.K. agency, Bartle Bogle Hegarty, and appointed rival shop Lowe Howard-Spink to handle a pan-European project. Moves are thought to be afoot to gradually supplant Sony’s local agencies in favor of an increasingly European approach. Lowe pitched the business against several top-notch agencies, including Abbott Mead Vickers BBDO and BMP DDB Needham.
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