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LOS ANGELES In the latest attempt by major marketers to crack the code of reaching young men who don’t watch TV, Toyota is talking to three shops about an estimated $10 million “buzz marketing” effort aimed at 18- to 34-year-old males.
The contenders include Publicis Groupe’s Saatchi & Saatchi in Torrance, Calif., Toyota’s lead agency, and Publicis & Hal Riney in San Francisco; and independent Ground Zero in Marina del Rey, Calif., which is partnering with Dentsu for the pitch, sources said.
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