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A new media agency has been assigned the responsibility of getting more people to vow “I want my MTV!”

MTV has awarded its media-buying account to Mediavest  Spark, a media agency that is part of Publicis Groupe’s Publicis Media unit, according to the agency. The business comprises approximately $40 million in spending, according to a person familiar with the situation, and includes all aspects of media buying and planning for MTV and MTV2. The agency was competing with Fallon, the incumbent on the account, as well as Carat, according to this person.

“MTV is a cultural icon infused with a deep understanding of young audiences and an undeniable cool factor,” said Chris Boothe, CEO of Mediavest | Spark USA, in a prepared statement. “We look forward to integrating our forward-thinking approach to media with MTV’s content and suite of data and analytics tools to drive tune-in and bring audiences to the network.” r.

MTV, part of New York media conglomerate Viacom, has grappled for months with ratings declines as more of the young viewers it targets gain access to video through mobile devices and purveyors of video on demand. The network is in the midst of launching several new programs, including “Sweet/Vicious,” a series centered on two women who set out to administer justice to perpetrators of sexual assault, and “Mary + Jane,” a half-hour comedy series about two marijuana entrepreneurs.

Mediavest Spark is also in the midst of transition. Before being grouped together under Publicis Media, Mediavest was is in the process of building up its client roster after suffering some prominent defections in recent years. Spark, a Chicago-based unit also owned by Publicis, has notched some interesting wins in the not too distant past.  The new combined unit has won recent business from USAA and Bosch Siemens Hausgeräte GmbH.

The review was supervised by Jacqueline Parkes, who was named MTV’s chief marketing officer in May. MTV is still seeking an ad agency to devise a new creative campaign for the network.

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