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AUDI TO NAME FIRST MULTICULTURAL SHOP

Garcia 360 Will Handle Hispanic, African-American Advertising

By Published on .

NEW YORK (AdAge.com) -- Audi of America is expected to hire Garcia 360, San Antonio, as its first U.S. multicultural shop, according to executives close to the pitch.

Audi claimed it doesn't have a winner yet, but that the winning shop will do a promotions and events pilot in Texas in early 2004 that could expand elsewhere. Audi plans to spend $1 million for the Hispanic and African-American push, one of the sources said.

Finalists
The other contenders were Lopez Negrete Communications, Houston; Chisholm-Mingo Group, New York; and E. Morris Communications, Chicago. Mary Ann Wilson, national advertising manager at Audi, said criteria included expertise in the Hispanic and African-American markets or ability to get resources in both areas.

Audi sibling Volkswagen of America last year chose its first U.S. Hispanic agency, independent shop C.O.D., Coral Gables, Fla.

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