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NEW YORK General Electric’s Judy Hu knows that cutbacks at roster agencies mean “fewer people, which generally speaking means fewer ideas.” But her company’s needs haven’t changed. GE still demands breakthrough work at breakneck speed.

“We’re driving [roster shops] a lot harder,” acknowledged Hu, global executive director of advertising and branding, during a client panel discussion at the recent Mirren New Business Conference in New York. “Faster, leaner, meaner. We used to have 10 weeks for [creative] development.

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