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When the Covid-19 pandemic shut down auto dealerships, Paragon Honda and Acura in Queens, N.Y., wanted customers to know that their physical doors might be closed, but they were still open for business. It was an important message since Paragon had excess inventory, unlike other dealerships that were significantly impacted by the semiconductor shortage that reduced supply at showrooms globally.
“So many other dealerships were cutting off their marketing,” Diana Lee, co-founder and CEO of Constellation Agency, Paragon’s digital marketing and ad technology firm, told Adweek.
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