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NEW YORK In the latest sign of the emphasis agencies have put on helping clients engage with new media, Interpublic Group’s Initiative this week will open a New York outpost of its Los Angeles-based Innovations unit.
Innovations was established in 2005 to develop techniques for maximizing the effectiveness of traditional media and to help clients understand and apply emerging media to marketing plans. The architect of the group is Alan Cohen, evp, managing director, Initiative West.
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