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The five agencies pitching Saturn’s $30-50 million Ion account inspected a prototype of the car and were asked to design a speculative campaign during their first briefing in Motor City, sources said.
Roster shop Publicis & Hal Riney, Goodby, Silverstein & Partners, D’Arcy Masius Benton & Bowles, McCann-Erickson and Wieden + Kennedy all sent senior executives to Detroit last week for what sources described as an “orientation.”
The briefings were held last Tuesday and Wednesday at the General Motors Technical Center in Warren, Mich.
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