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Saatchi & Saatchi used to take a made-to-order approach to credentials. Each kit was so specific to the prospect—from content to design—that “we were basically reinventing the wheel each and every time,” says Bob McKinnon, director of new-business development at the New York shop.
The process was laborious and expensive. The Publicis Groupe agency still customizes its overtures but now works from a template that features a rectangular book of case histories that’s fastened by screws, so staffers can swap pages in and out without betraying the overall design.
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