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DALLAS The Richards Group will add creative chores to its media duties for Greyhound Lines as the nation’s largest bus company seeks to freshen its image while restructuring its routes, the client said.
Celebrating it’s 90th anniversary this month, Greyhound is in the process of eliminating unprofitable routes and focusing attention on short-haul trips between major city pairs, said Toby Purdy, senior vice president of marketing at Greyhound.
Greyhound spent $17 million on advertising in 2003, according to Nielsen Monitor-Plus.
The
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