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ATLANTA Fitzgerald + Co.’s branding campaign for Srixon Sports USA seeks to build public awareness for the client’s golf balls in a curious way.
Rather than feature professional player endorsements or high-tech product descriptions, creatives and planners at the Atlanta Interpublic Group shop decided to invest their $1 million budget in a mostly print campaign that keeps the Srixon name a secret. Instead, “Not who you think” print executions and on-air television billboards will direct consumers to an educational Web site.
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