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Paramount Says Abrupt Dismissal Of Longtime Media Agencies WPP Media And Horizon Was Driven In Part By Push For “Greater Efficiency” – Update
In a move that blindsided many staffers, Paramount has fired its longtime media agency of record in a cost-saving move ahead of the close of its merger with Skydance.
Total annual billings from Paramount, for international ads for Paramount+ (Horizon Media handles the streamer domestically) as well as global campaigns for films like the latest Mission: Impossible, are in the range of $600 million, one source said. It wasn’t immediately clear how much of a savings would be created, and sources indicated other factors were also considered in terms of workflow and strategy. The $8 billion merger of Skydance and Paramount, which seemed a sure bet at the start of the year, has entered murkier territory thanks in large part to President Donald Trump’s animus toward CBS News.
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