Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
General Motors by-passed its roster shops in choosing creative boutique Modernista! to handle the $20 million Hummer account in an effort to bring in some fresh thinking and to better reflect the brand, a company executive said.
“It would have been easier just to go and pick a roster shop because we already know what their capabilities are and how good they are,” said Hummer brand manager Marc Hernandez. “But [Modernista!] offered a fresh perspective on our customers.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in