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Publicis’ MediaVest added U.S. media planning chores on Mattel Brands following a review, the client said. The shop’s L.A. office will handle the assignment. MediaVest had not been on the roster. WPP’s MindShare in L.A. and Media-edge:cia in Irvine, Calif., which had previously worked on planning, will retain buying duties for kids and adult TV, respectively. MindShare and Media-edge:cia pitched together as GroupM. Sources estimated MediaVest’s assignment at $180 million.
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