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LOS ANGELES Initiative Media North America has been hired to handle media planning and buying for Mag Instrument, the agency said.
The Interpublic Group shop in Los Angeles was selected without a review. Billings were undisclosed, but sources estimated that the Ontario, Calif.-based flashlight manufacturer would spend approximately $5 million on ads.
The win reunites Initiative with Mag Instrument. The agency handled the account from 1992 to 2000, at which time the business shifted to WPP’s MindShare in Los Angeles.
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