DirecTV's media buying was previously held by MediaVest sister agency GM Mediaworks. The creative work is handled by Interpublic Group's Deutsch, New York.
DirecTV is in the process of being bought by News Corporation for $6.6bn (£4.1bn). News Corp chief Rupert Murdoch has long held ambitions to buy the company, as it would plug the gap in his growing global satellite empire. He already owns satellite TV operations in Asia, the UK and Latin America, but had failed to get in to the US market.
He launched a bid for DirecTV over a year ago only to be beaten by DirecTV's smaller rival EchoStar. The EchoStar bid failed at the competition inquiry and Murdoch stepped back into the fray.
Murdoch is expected to launch aggressive marketing activity once he takes control of the company, which he is acquiring from General Motors.
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