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Bomb Squad, Genesis Teams Open With ‘Driver’s Ed’ Aimed at Teens
LOS ANGELES–A new initiative from Toyota Motor Sales U.S.A. and Saatchi & Saatchi Los Angeles aims to build a stronger relationship with younger buyers ahead of key vehicle launches this fall.
The car maker and agency, both Torrance, Calif., created teams known as Genesis and the Bomb Squad, respectively, to tackle what the client sees as a weak spot in its marketing–attracting current and future buyers under 35.
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