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When General Motors' ongoing review for Chevrolet's creative began, one choice on the agency list, Cheil Worldwide, had people scratching their heads.
But the addition of Korea's largest ad agency alongside GM's roster of holding company giants in fact makes perfect sense. Cheil is based in a country of increasing importance to GM. Korea is both its lead engineering center for small cars and the largest manufacturing location for Chevrolet outside of America. It produces one-quarter of Chevy's cars sold globally.
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