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Doner plans to execute a “significant shift in creative” for Mail Boxes Etc. in a campaign that will include a new tagline, the agency’s CEO said.
“It’s one of those brands that everybody knows of, but they’re not sure they know about,” Alan Kalter said of Doner’s new client. “It’s a famous brand, but there isn’t as much salience about the brand as there should be.”
Still to be decided is where the $20 million account will be based.
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