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NEW YORK CBS has chosen Initiative to handle its media business following a review, Interpublic Group confirmed today during its earnings call with analysts. The client spent $130 million on ads last year, per TNS Media Intelligence.
IPG-owned Initiative here bested incumbent Carat, a unit of Aegis Group, and Omnicom Group’s OMD in the final round, per sources.
CBS executives could not immediately be reached.
Cheryl Lodinger, a Los Angeles-based consultant, oversaw the review.
Up to now, Carat has been handling media for the CBS and UPN networks.
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