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NEW YORK – Having reached “critical mass,” Deutsch plans to bolster its media operations by taking over the buying assignments it formerly outsourced.
Steve Soldano, Deutsch’s director of media services, confirmed that Deutsch plans to take in-house the $200 million in media billings it currently outsources to various buying services by year’s end.
The move, which will double the existing 25-member media staff, will allow Deutsch to pitch media-only and larger, consolidated accounts.
Soldano called the move “a natural decision when you get to a point where you have enough critical mass.”
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