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GSD&M’s fieldwork was the key to its win last week of the U.S. Air Force’s $50 million recruitment-advertising account.
“We did very extensive focus-group testing,” said GSD&M representative Eric Webber. “I think we really got a handle on what the major issue is. The challenge is recruiting military people in peace time—what do you talk about?”
The Austin, Texas-based shop beat out two finalists, said an Air Force representative: incumbent Bozell Kamstra Texas in Irving, Texas; and Image Media Services in McLean, Va.,
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