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Marketing strategy: A different kind of tagline?

SAN FRANCISCO, Apr 5, 2002. You be the judge. Automaker Saturn's first agency, Hal Riney, created the tagline "A different kind of company. A different kind of car." But a decade has now passed and Saturn needed a fresh approach, so Riney, now called Publicis & Hal Riney, lost the account, which was awarded to the "got milk" folks - Goodby, Silverstein & Partners - in February.

Goodby's first Saturn TV spots will debut in a week or two, and the world holds its collective breath. In the meantime, rest assured, they do have a working tagline: "It's different in a Saturn."

That's right. From "A different kind of car" to "It's different in a Saturn." Now you know why they make the big bucks.