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NEW YORK Agency.com said it would begin operating under a single brand, ending the separate identity for its Internet advertising arm, itraffic.
The Omnicom Group-owned agency said the integrated brand is meant to be the last step it has taken in recent years for Agency.com and itraffic to operate as a single, full-service shop. In the past year, Agency.com has put in place a unified management structure.
“Other people are talking full service and integration, but if you look at their management structures, they’re operating more as a holding company,” said Don Scales, Agency.com’s
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