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Sony is taking a marketing detour from its product focus and dividing its target audience into six demographic groups in an initiative called the Diamond Plan. As part of that effort, three spots featuring fictional family the Louises breaks this week via Young & Rubicam, New York.
The Diamond Plan is backed by a total of $110 million in spending, of which a third will be directed at families. Budget for the current effort was undetermined.
“It’s a fundamental shift intern-ally, as well as the way we go to market.
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