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In a global battle of incumbents, the project shop rose up.
MEC, an agency that worked on projects for Marriott International in Europe, the Middle East, and Africa, will now take on the hotelier's global planning and buying business with estimated media spending of $80 million. The assignment includes digital media responsibilities.
Four shops pitched the business—Carat, ZenithOptimedia, Starcom, and MEC—and in the end, the contest was between MEC and ZenithOptimedia, the incumbent in the Asia-Pacific region.
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