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Guitar Center has launched a review of media planning and buying duties on its core brand and several subsidiaries, confirmed Ark Advisors, the consultancy managing the process.
The subsidiaries include Music123, Music & Arts, Woodwind & Brasswind and the Web-based Musician’s Friend. Ark declined to discuss media spending, but sources pegged annual spending at about $40 million. The assignment includes both traditional and online duties.
Not in play are creative duties, which are in house, said Ken Robinson of Ark in New York.
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