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W.B. Doner & Co. scored its most significant new-business win last week when it was chosen by Mazda North American Operations to handle its $240 million account.
The agency will now meet with the seven regional Ford dealer associations it handles to see if it will be allowed to continue on that business, with billings estimated at $80-100 million. “I think [Doner] will have a real problem justifying” work for both Ford and Mazda to dealers on both sides, said one source close to Ford Motor Co.
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