Big Agencies, Small Clients Mix

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As the economy continues to slump and big-budget reviews become more the exception than the rule, large agencies locally and nationwide have begun targeting smaller accounts they likely wouldn’t have pursued just a few months ago.

Examples include soy milk marketer White Wave, chocolatier Lindt & Sprungli USA and the domestic division of French ski products company Rossignol. None of these clients is expected to spend more than $5 million on ads—in fact, they may not spend that much combined.

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