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MADRID – Telefonica’s mobile communications subsidiary, Telefonica de Servicios Moviles, has hired Ruiz Nicoli to manage its $5.2-million business. Tapsa NW Ayer and McCann-Erickson also pitched the business. This will be Telefonica’s first campaign to promote its mobile communications service, currently the only one of its kind in Spain until 1994, when the market will be liberalized.
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