Modernista! Hums

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General Motors by-passed its stable of established roster agencies to name creative boutique Modernista! to handle the $20 million Hummer account.

The Boston-based agency was chosen in an effort to bring in some fresh thinking and to better reflect the brand, a client 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.

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