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Having started Publicis Groupe’s interactive division nine years ago at the age of 24, Marco Tinelli has seen a lot of changes in Internet advertising. Yet, his definition of a great online campaign remains the same: “daring ideas” that are executed in an “integrated way.”
“The Internet is not supposed to stand alone,” says Tinelli, 33, now president and CEO of Paris-based interactive shop FullSIX, which won Cyber lion in 2000 for Monuments Historiques. “The big ideas that really work are the ideas the blend into [an integrated campaign].
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