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MAZDA NAMES AGENCIES FOR MINORITY ACCOUNTS

Bravo to Handle Hispanic Work; Wimbley Grabs African-American Business

By Published on .

DETROIT (AdAge.com) -- Mazda North American Operations, Irvine, Calif., has ended its search for agencies of record for the Hispanic and African-American markets.

The automaker named Bravo Group, New York, a WPP Group agency, as its first Hispanic agency of record and independent Wimbley Group, Rolling Meadows, Ill. as its first African-American agency of record after a review.

In addition to

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MAZDA HOLDING REVIEWS FOR MINORITY ACCOUNTS
advertising, the agencies will handle strategy, research, events and partnerships with targeted national organizations. Billings were not disclosed.

The review started last September. Mazda declined to identity the other finalists.

Bravo also handles the Hispanic account for Ford Motor Co.'s Lincoln Mercury, which it won last May. Ford has a controlling interest in Mazda's Japanese parent, Mazda Motor Corp.

Wimbley had no current car accounts, but in the past it had done work for General Motors Corp.'s GMC and Buick brands.

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