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LOS ANGELES The latest pro bono work for The Fulfillment Fund charity by Interpublic Group’s McCann Erickson works on two levels, said the agency’s executive creative director.
Whereas McCann’s first campaign four years ago focused on mentors who guide teenagers with disadvantaged backgrounds toward college, new spots “focus on both the mentor and student, which is the heart of the relationship,” said Richard Mahan. “We try to strike an emotional tone, and it’s easy on this stuff.
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