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LOS ANGELEs—Toyota Motor Sales USA has ruled out the established West Coast media agencies in its hunt for a shop to handle the unique demands—and modest budget—of its Scion launch, sources said.
The media review, which is being coordinated by Albert & Associates of Redondo Beach, Calif., has been narrowed to four undisclosed shops that specialize in guerrilla, viral and other nontraditional marketing methods, sources said. Michael Albert, the consultant handling the review, declined to comment.
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