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CHICAGO Two of General Motors’ retail marketing agencies are joining forces to handle dealer marketing for the company’s Buick, Pontiac and GMC brands, which account for about $200 million in combined media spending.
Publicis Groupe’s Martin Retail Group in Birmingham, Ala., and Interpublic Group’s Jay Advertising in Rochester, N.Y., will combine resources to create the Martin-Jay Retail Group, a unit dedicated to the GM dealer business. The two organizations will maintain their separate corporate affiliations, but will work together as one organization on the three nameplates.
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