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International Poster Management retains Sky outdoor.(Brief Article)
International Poster Management, the Interpublic-owned poster specialist, has retained the pounds 8 million BSkyB outdoor account.
The retention was against the odds following MediaCom's capture of the Sky media planning and buying business last month.
Sky had considered moving the business into Posterscope, which handles outdoor buying for many of MediaCom's clients, but has decided to retain IPM, which held the account as part of Sky's relationship with its sister Interpublic agency Universal McCann.
The broadcaster's outdoor spend is expected to increase significantly, in line with a proposed rise in marketing spend of up to 50 per cent.
Sky is to spend heavily on brand work to convince those most resistant to its services to become subscribers. It will also continue its marketing drive behind Sky Plus.
Nielsen Media Research figures show that the majority of Sky's outdoor spend has been on ...
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