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LOS ANGELES When independent Knoodle finally conceded this summer that the Phoenix ad market wasn’t going to rise from the ashes, it fashioned a unique pay-for-play scheme to rekindle its spirits and ignite its creative drive.

At the time, an agency client, the Arizona Kidney Foundation, was attempting an ambitious educational project but had become stalled.

“They were looking for a campaign, and we were in a downtime, in a unique position where we had time and manpower,” said Rosaria Glasco-Cain, CEO and media director at Knoodle.

Agency creatives were smitten with an AKF campaign they had been working on for months and “wanted to see it through for the client.

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