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Responding to new realities in the market and at $200 million client Lexus that put media planning in the driver’s seat of the strategic process, Team One Advertising has renamed and re aligned its media group and staff.
The El Segundo, Calif., shop has reconfigured its media operations—now called the communications depart ment—to mirror its account planning department. Chiefly, this means a shift in planning emphasis from the brand to the model level.
“The buyer of [Lexus’] IS model is quite different from the GS buyer.
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