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McCann Campaign Seeks to Raise Auto Parts Maker’s Profile
DETROIT-Delphi Automotive Systems is launching its first-ever TV campaign in an effort to get car buyers to ask for their parts by name-knowing that wider consumer awareness will strengthen its relationship with automakers, according to Bill Lafontaine, Delphi’s marketing director.
The TV work is from McCann-Erickson in Troy, Mich.
A subsidiary of General Motors, Delphi officially splits from the automaker May 28 and becomes a publicly traded independent company.
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