La cuenta europea incluirá la actividad en Francia y Países Bajos, aunque la mayor parte del negocio se centra en el Reino Unido por unos 70 millones de euros, para los próximos tres años, para los que BGL Group cuenta con unos 350 millones de presupuesto de medios, según Campaign. Mindshare (WPP) y OMD, (Omnicom) podrían haber sido eliminados del proceso en una etapa anterior. ZenithOptimedia, había manejado la cuenta desde el año 2007.
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