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NEW YORK WPP Group’s MindShare is pairing its biggest clients, Sprint and Unilever, in a multiplatform branded-content project designed to give women a forum to discuss various issues relating to motherhood while simultaneously promoting client products.
The agency said this marks the first time it has brought together two companies in a single branded-entertainment venture, although its creator, David Lang, managing director of MindShare Entertainment, said he has other projects in development that also involve more than one client.
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