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NEW YORK Apparel marketer VF Corp. has awarded its $110 million consolidated buying account to WPP Group’s Mediaedge:cia after a review that began in September, sources said.
The other finalist was Publicis Groupe’s MediaVest.
Mediaedge:cia already worked on the VF business. Another incumbent, Omnicom’s OMD, withdrew last month, citing the demands of its current workload. The business had been split among numerous shops.
The Greensboro, N.C.-based client has four-dozen different clothing lines including Lee and Wrangler Jeans, Vanity Fair, Nautica and North Face.
The
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