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Toy marketer Hasbro has awarded its media assignment to Interpublic Group’s Initiative following a review, the client and agency have confirmed.
The incumbent was WPP Group’s MediaCom. Other contenders included Publicis Groupe’s Zenith Media and Omnicom Group’s PHD.
Hasbro, based in Pawtucket, R.I., spent approximately $115 million on ads in both 2010 and 2009, according to Nielsen. Going forward, total spending on the assignment, which also includes media duties on the Hasbro-Discovery joint venture cable network for kids, The Hub, is estimated at approximately $175 million annually, per sources.
Initiative
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