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BOSTON–Holland Mark Martin Edmund’s first campaign since taking over as lead agency for The Boston Globe consists of television, radio, print and billboard advertising that carry the tagline, “Get it.”
When New England’s largest daily newspaper last November dumped Ingalls Advertising in Boston for crosstown shop Holland Mark, client executives said a new emphasis would be placed on circulation-building programs. Overall, circulation has been mainly flat both for the weekday and Sunday editions.
The two shops had previously split the business, with Ingalls as the lead agency.
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