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The San Jose Group will size up opportunities in the Hispanic market for Dial’s line of soaps and detergents before deciding on an advertising strategy, the agency’s president said.
The Chicago shop bested at least five other agencies in a national review for the assignment from the Scottsdale, Ariz., company, which has not previously targeted Hispanics, said agency president George San Jose.
“They said, ‘Let’s take some steps and see how big the opportunity is,’ ” San Jose said.
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