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Brand USA, a large tourism brand, awarded its media business to the independent media agency R&R on Dec. 15, following a review that formally began with an RFP issued Sept. 8. The business moved out of GroupM’s EssenceMediacom, and with the transition complete, R&R is now managing media strategy, planning and buying for the brand.
It’s designing full-funnel campaigns with international scope, aiming to increase international tourism in the U.S. Brand USA conducted the review internally, without tapping a pitch consultant for the project.
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