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The agency, headed by former BBDO creative Mel Ciociola, joins an agency roster that includes four shops with much higher profiles: Publicis; Ketchum Advertising/ Pittsburgh; Mullen Advertising/ Wenham, Mass.; and Arnold Fortuna Lawner & Cabot/Boston. “Cooperation and even collaboration are essential to best serve the needs of a global client like Digital,” said Ciociola. “We’re obviously pleased to win an assignment of this magnitude. It’s quite a coup for our agency.”
Billings figures were not available, but Digital has been known to spend in excess of $20 million globally for such efforts.
Ciociola’s unexpected presence on the Digital roster does not mean that any of the other shops have lost any business. The company has a history of soliciting creative from new agencies and holding creative shoot-outs among agencies on its roster.
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