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The Home Depot has shifted the bulk of its media assignment from Interpublic Group’s Initiative to Aegis Group’s Carat after a review, the client has confirmed.
The client spent $420 million on ads last year and $450 million in 2009, according to Nielsen. Those figures exclude digital.
After a transition period, Carat will assume most traditional and digital duties, with the exception of paid search, which will shift from Interpublic Group’s Reprise to an in-house unit at Home Depot, the client confirmed.
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