Dive Brief:
- GroupM's Maxus will be taking on digital duties for NBCUniversal in addition to its existing traditional media responsibilities.
- Sources predict NBCUniversal's spending to grow to $200 million in the near future.
- Maxus' is replacing incumbent Ignited on the digital front.
Dive Insight:
Sometimes it helps to have an agency handling multiple facets of a marketing strategy so that everyone is on the same page. Although there hasn't been much insight from NBCU, that could be the thought process in the decision to assign additional responsibilities to GroupM.
