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CBC keeps media account with Initiative

The Canadian Broadcasting Corporation has again selected Initiative of Toronto as its media agency of record. Initiative retained the account in a mandatory review process. The agency has handled the CBC's media work for nine years. The account was previously held by M2 until its merger with Initiative. Initiative is the media subsidiary of IPG Mediabrands, which is a subsidiary of Interpublic Group.

"There's no question that Initiative's thought leadership and passion for CBC's programming were significant factors in our decision," said Bonnie Brownlee, executive director of communications, marketing, brand and research at the CBC. "Cutting through to drive awareness and audience in an increasingly competitive and fragmented landscape is key to us, and Initiative has demonstrated their capability and commitment to deliver on that need, including a continued focus on digital."

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