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Recognizing the increased influence of C-level client executives on marketing decisions, Havas’ Arnold is looking to appeal to them by forming a new unit of business analysts.
Like a Wall Street research firm, the Boston agency’s Business Insight Group will focus on specific categories. It is “[about] more efficient use of the advertising,” said Bill Alberti, one of three business strategists that make up the group. “It’s not just about appealing … to [the] chief marketing officer.
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