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MADRID – To cut costs, Spanish media buying firms Multicompra and Optimedia will sign an operational agreement to buy media jointly and merge their staffs. Though Multicompra is the media group for Cid FCA, and Optimedia is the Spanish media subsidiary of the Foote, Cone & Belding network, execs from both firms said the merger is not a result of FCB’s acquisition of FCA (ADWEEK, Oct. 25). The resulting company will bill about $300 million.
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