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NEW YORK–CIA Medianetwork has won Canon’s $45 million media planning and buying account in Europe, Africa and the Middle East.
The UK-based Tempus-owned media shop bested Carat in the review that was driven by Canon’s desire to consolidate its media business. The camera and image systems maker previously employed various media companies on a country-by-country basis.
The review was also set in motion by Canon’s new $275 million pan-European marketing strategy. While CIA handles the media strategy, Dentsu and TBWA/Hakuhodo will take twin creative briefs.
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