Hasta La Creative!

WPP media agency network GroupM is set to take a 49% stake in small, Minneapolis-based media agency Haworth Marketing & Media, best known for its long relationship with retail giant Target.

Haworth’s relationship with Minneapolis-based client Target dates back to 1970 and has come to define the agency over the years. Target was the shop’s first client. Today, the firm handles the bulk of the retailer’s massive media planning and buying account, which is a gem for any media agency.

But there has been chatter about how long the relationship between a small media agency and a giant retailer could last in this current media environment, given top marketers’ need for new technology, data and digital resources used for more precise and automated targeting of people online. Last year, Target spent $1.7 billion on total advertising and over $700 million on measured media in the U.S.

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