General Motors Corp.'s Saturn Corp. hears agency presentations this week for the fall launch of its fresh Ion small car, which will replace its mainstay S-Series. The launch could well account for the magnitude of the brand's estimated $300 million annual ad budget-and it could lead to a shift of the entire business.
CJ Fraleigh, GM's executive director of advertising and corporate marketing, told Advertising Age criteria include strategy, creative and ability to service the
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