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Arena wins $83M VW biz in Spain

By Published on .

[Madrid, Spain] Volkswagen parked the $83 million media buying account in Spain for all its car brands-Volkwagen, Audi and Seat-at Arena Media Communications, Barcelona, a unit of Havas-owned Media Planning Group. Arena pitched against Publicis Groupe's ZenithOptimedia and Starcom Mediavest and Grey Global Group's MediaCom, a VW spokeswoman confirmed. VW invited Omnicom Group's OMD to pitch but the media shop pulled out after objections from Japanese car maker Nissan, a global client. Incumbent Initiative Media, owned by Interpublic Group of Cos., did not pitch.
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