La Agencia de Orci Softens Accord Sell

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LOS ANGELES American Honda Motor Co.’s Hispanic shop is shifting its focus on the 2005 Accord from harder, feature-oriented commercials to a softer sell, said the agency’s account director.

“In the past, we’ve focused on the rational aspects of Honda, its reliability, safety and comfort,” said Robert Santiago, La Agencia de Orci, Los Angeles.

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