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The four finalists for Royal Caribbean's creative account are all smaller than incumbent JWT, and that's by design.
In its initial request for proposals, the cruise line expressed a desire for what sounded like a midsize shop. "We don't want to be your biggest client, but we don't want to be your smallest either," the RFP noted. "We do want to know that we will be an important client."
The contenders are Deutsch in New York, Mullen in Boston, Droga5 in New York and 22squared in Atlanta, a Royal Caribbean representative confirmed today.
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