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CHICAGO — Toyota Motor Sales USA is expected to name Burrell Communications here as its agency for African American advertising, sources said.
Toyota earlier this year agreed to spend $8 billion over 10 years on a variety of company-wide “minority empowerment initiatives”, following a threatened boycott by Rev. Jesse Jackson’s PUSH organization. The threats followed a print ad by Toyota’s lead agency, Saatchi & Saatchi, that showed a gold inlay of a Toyota RAV4 in the tooth of a black man, an approach Jackson deemed insensitive.
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