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LOS ANGELES–Universal Studios is leaning toward a split decision in the review for its consolidated $170 million media buying and planning account.
Rather than consolidating all film, theme park and home video media buying with one agency, the Universal City, Calif., client is expected to divide responsibilities between incumbents DDB Needham and Focus Media, both in Los Angeles, said sources.
DDB is expected to be awarded all media planning as well as network and cable buying, with billings estimated at $110 million.
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