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Travel Site Consolidates Ad Creative, Buying and Planning

By Published on .

SAN FRANCISCO (AdAge.com) -- Discount travel site Hotwire.com has assigned its $22 million advertising account to Interpublic Group of Cos.' McCann-Erickson Worldwide, a company spokeswoman said.

Hotwire.com, part of IAC/InterActiveCorp., last September moved its media buying and planning account to Universal McCann, San Francisco.

"The reason behind the move is that McCann already handled media planning and buying and now creative will all be at one agency," spokeswoman Amy Bohutinsky said.

She also said Hotwire.com has reached a "new stage" in that it now for the first time has a "major budget" for TV advertising. McCann, Ms. Bohutinsky said, "was the right agency for the next level in our growth cycle."

The incumbent agency for the creative was independent DeVito/Verdi, New York.

Hotwire spent $22 million on advertising for the first 11 months of 2003, according to TNS/Media Intelligence CMR. Ms. Bohutinsky said the ad budget was increasing to $55 million.

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