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Publicis had better rates and the Epsilon data set that Coke wanted to use for their consumption efforts on core red. That's it. Nothing crazy. GroupM was firm on rates cause it was unprofitable and most didn't even want to re pitch it, they didn't back down and Publicis called their bluff and put it into review as they were interested in epsilon either way. It pitched and Publicis had much much better rates and epsilon so it moved. Nothing crazy it's pretty much that simple

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OpenX is used for creative teams. None of that was created for or integrated into the media agencies.

Also global media budgets and the global apparatus that's set up are two different things in many ways. Publicis / GroupM transfer wasn't a 1:1 as GroupM and WPP do more than media and creative for TCCC maybe that's the part that you're not aware of.

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