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AMERICAN INTERNATIONAL GROUP DROPS OGILVY

Financial-Services Marketer to Change Ad Strategy

Published on .

NEW YORK (AdAge.com) -- Financial-services group American International Group split with WPP Group's Ogilvy & Mather Worldwide, New York.

AIG is de-emphasizing corporate branding in favor of product-specific advertising.

Measured media spending on corporate ads fell to $3.6 million in the January-to-August period last year from $24 million in 2001, according to Taylor Nelson Sofres' CMR.

Omnicom Group's Peter Group, Philadelphia, an AIG roster shop, takes on additional responsibilities.

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