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The four shops vying to succeed Mullen as Panera Bread’s lead creative agency vary in size, but they have one thing in common: none are in New York.
That’s by design because the St. Louis-based Panera expressed a desire to work with an agency outside of advertising’s largest market, as it did in the past. The Boston-based Mullen has worked on the brand since 2005. Also, most Panera cafes are outside of Manhattan.
Mullen is not defending.
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