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Launch for GM Hybrid Is First Under Shop’s New Top Creative
DETROIT–A $30 million launch campaign from D’Arcy Masius Benton & Bowles for the new Pontiac Aztek keys on the vehicle’s versatility with creative that agency executives describe as “risk-taking.”
The launch is significant for General Motors because the Aztek is the first in a scheduled string of new models that focus on functionality. The campaign is also important for D’Arcy because it’s the first work for GM under the Troy, Mich.,
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