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Dropbox has sent its media account to Mediahub New York following a review. The media arm of IPG-owned MullenLowe beat out Starcom, which had previously handled some media duties for the San Francisco-based provider of cloud storage and client software, according to sources close to the matter.
Publicis-owned Starcom declined to comment for this story.
Mediahub will work “very closely” with Dropbox’s lead creative partner, 72andSunny Los Angeles, as the company launches new brand efforts aimed at further positioning it as a leader in helping “problem solvers” get work done through collaboration, according to Jessica English, Dropbox’s head of brand marketing.
“We believe there should be no separation between creative and media and that there are brilliant media-led creative ideas and creative-led media ideas,” English said, emphasizing the importance of having Mediahub and 72andSunny collaborate on campaigns.
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