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General Motors by-passed its cocoon of roster shops in choosing creative boutique Modernista! to handle the $20 million Hummer advertising account. The move is an effort to import fresh thinking and 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 Marc Hernandez, brand manager of Hummer. “But (Modernista!) offered a fresh perspective on our customers.
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