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LOS ANGELES Toyota Motor Sales USA has tapped Ground Zero to handle an estimated $10 million youth-targeted viral marketing campaign, the client confirmed.
The independent Marina del Rey, Calif., shop overcame Publicis Groupe’s Saatchi & Saatchi in Torrance, Calif., which is Toyota’s lead agency, and Publicis & Hal Riney in San Francisco.
“We asked the agencies to present something new, fresh and innovative for the Toyota Corolla and Matrix XRS,” said Deborah Wahl-Meyer, Toyota corporate marketing communications manager.
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