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RSA Security’s new spokesman isn’t a famous actor or a sports figure—he’s a cartoon.
Hex A. Decimal stars in The Other Agency’s interactive campaign for RSA BSAFE, a type of encryption software.
“Our research said that [software] developers are cynical about advertising,” said Kevin Owens, creative director at the Newton, Mass.-based shop. “So we created a character who is engaging and has charisma to get through [software developers’] mental firewall.”
Banner ads, which broke last week on Internet.com
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