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By Tanya Gazdik
DETROIT–General Motors’ Chevrolet division said it will drastically increase advertising and marketing to Hispanic consumers over the next year with the help of its new Hispanic agency of record, Accentmarketing in Miami.
The agency, in which Interpublic Group of Companies’ Allied Communications Group owns a minority stake, is a sister agency of Campbell-Ewald Advertising, Warren, Mich., Chevrolet’s national agency. Accentmarketing prevailed over five other Hispanic specialty shops for the assignment, worth an estimated $10-20 million.
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