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Mattel taps Publicis Groupe to run US Media Business

Mattel has tapped Publicis Groupe to continue running its US Media Business, Adweek has reported.

Mediavest | Spark will now handle planning and offline buying, while DigitasLBi runs digital media, programmatic buying and content production. The business will be run out of their Chicago and Los Angeles offices under the name ‘Team Mattel’.

“The story goes back to a little over a year ago, when we hired [evp , chief content officer] Catherine Balsam-Schwaber out of NBC to reimagine our content creation and distribution strategy, which historically had been focused on DVD sales and TV ads,” Mattel senior director and head of corporate communications Alex Clark told Adweek. “She’s been doing a huge amount of work to revolutionize our approach in that area with a strong emphasis on digital.”

“The team that Publicis came up with really resonated with everything we’re trying to accomplish: taking a massive leap forward in how we engage with consumers in the U.S.,” Clark continued. “It’s no secret that [parents and kids] are increasingly spending their time on digital platforms. We are rapidly evolving to meet them there, and a big part of that is our media strategy.”

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