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WESTERN INTERNATIONAL MEDIA BECOMES INITIATIVE MEDIA TORONTO

By Adnews Staff

Western International Media, the Canadian arm of Los Angeles-based media company Initiative Media North America, has a new name: Initiative Media Toronto. The company intends to begin adapting new planning tools currently in use in the European market. Toronto will be the first site for Initiative Media North America's "Innovation Centre". The Canadian name change follows U.S. parent Western Initiative Media Worldwide's name change to Initiative Media North America in February.

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