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Media company reviews, led by the $1.1 billion global Fox pitch, constituted the single-most active new business category in 2006. Factors driving the surge in activity—$2.75 billion worth of ad spending was put up for grabs, up sixfold over 2005—varied by client, but a common thread appeared to be a search for quality strategic planning in a complex, rapidly changing media environment. CBS held a review for its $130 million media account in March, moving it from Aegis’ Carat to IPG’s Initiative.
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