Hasbro Goes Shopping for a New Media Buying Firm
Thursday, December 16, 2010
According to Ad Age - the trade publication of the advertising industry, Hasbro is looking at new media shops for its $150 million media-planning and -buying account.
Wayne Charness, senior VP at Hasbro, acknowledged to Ad Age the company has asked "some" media buying groups, including the incumbent MediaCom, to participate in the review. "As our business has grown we want to take the chance to explore other agency opportunities," he said.
According to industry measurment n 2009 the Hasbro spent $148 million on U.S. media.
Hasbro, the world's second-largest toy company, meanwhile, is also a media owner with cable network the Hub, a joint venture with Discovery Communications.
A decision is expected in January.
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