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MRG’s Ads for Startup ISP Aggressively Take Aim at the Big Boys
LOS ANGELES–Wasting no time lacing into its rivals, LibertyBay.com is airing inaugural TV ads that show a disgruntled Web user demanding answers, Roger & Me-style, from his Internet service provider.
The strategy, developed by Seattle agency McFarland Richards & Graf, at first seemed “more aggressive than we were willing to commit to,” said client marketing director Jim Richards. “But [the ads’ main character] manifested himself in a lot of the people we talked to.”
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