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Telecommunications giant AT&T consolidated its advertising business with Omnicom after a closed creative and media review that pitted the holding company against arch rival WPP. BBDO will retain the creative business, while the recently formed Hearts & Science unit will be media agency of record.
This review, which began in June, came nearly two years after the company entered talks to acquire DirecTV in a deal worth an estimated $50 billion. BBDO had been the incumbent agency on the AT&T business since 2007, and Grey served as agency of record for DirecTV since 2010.
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