Modernista! wins GM's Hummer

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General Motors Corp.'s new Hummer brand tapped upstart shop Modernista!, Boston, on Oct. 12 as agency of record for its estimated $35 million account. Brand Manager Marc Hernandez said the agency offered "creative freshness'' in its pitch. He said GM will give the required nine-day termination notice to incumbent and finalist Pyro, which pitched with Richards Group, both Dallas. The other finalists were the Troy, Mich., office of McCann-Erickson Worldwide, which has GM's Buick brand and just won GM's corporate account last week without a review; and Martin Agency, Richmond, Va., which handles GM's Saab brand. The first GM-developed Hummer, dubbed H2, is due to arrive in the first half of 2002, but Modernista! will assume duties on the current H1 model.

Copyright October 2000, Crain Communications Inc.

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