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DaimlerChrysler’s announcement of a media consolidation plan will not be the last word in the automaker’s efforts to achieve greater efficiencies in its advertising efforts, company executives said.
The company, based in Auburn Hills, Mich., and Stuttgart, Germany, last week confirmed its media consolidation plan, which gives Bozell Worldwide the largest chunk of the business [Adweek, March 29].
Media planning on all the brands is assigned to the respective creative agencies “for the time being,” said Joe Casola, Chrysler vice president of marketing operations.
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