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When Shona Seifert started as president of TBWA\Chiat\Day in February 2002, the Kmart bankruptcy filing was two weeks old. Seifert had never dealt with a client in Chapter 11 in her 19 years in the business. Nor had the agency. Everything about the Kmart account looked bleak. TBWA\C\D’s books showed $5.4 million in unpaid services it had provided on Kmart’s behalf. Even further tarnishing the client’s image, Martha Stewart—a signature Kmart brand—was under fire for a questionable stock sale.

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