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Saatchi & Saatchi L.A. exec Mike McKay's idea of hiring a copywriter based on a single funny tweet seemed like bad idea jeans from the get-go. Still, even with low expectations, he might have set the industry back by choosing a dick joke. The winning tweet, which earned Jonathan Pelleg a $70,000-a-year writing job: "You have to be concise on Twitter. Like a circumcision, everything extra gets cut off whether you like it or not."
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