Saturn Review Starts With a Look at Prototype

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The five agencies pitching Saturn’s $30-50 million Ion account inspected a prototype of the car and were asked to design a speculative campaign during their first briefing in Motor City, sources said.

Roster shop Publicis & Hal Riney, Goodby, Silverstein & Partners, D’Arcy Masius Benton & Bowles, McCann-Erickson and Wieden + Kennedy all sent senior executives to Detroit last week for what sources described as an “orientation.”

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