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LOS ANGELES WPP Group’s Mediaedge:cia has added the $130 million Toys R Us general and Hispanic media planning and buying account, the client has confirmed.
The New York-based agency supplants the incumbents, Starcom and Tapestry in Chicago, both Publicis Groupe shops.
There was no review. The client wanted to consolidate with WPP because “it’s really important for the business to have that seamless flow,” said svp of marketing Amy Parker, so Toys R Us talked to Group M and went with MEC.
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