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BOSTON Interpublic Group’s Mullen has launched a new effort for XM Satellite Radio dubbed “Truce.” The campaign is designed to support the satellite service’s coverage of Major League Baseball, the agency said.
“So often, ad agencies push their clients to be subversive or irreverent,” said Edward Boches, Mullen’s chief creative officer. “You see so much of that these days, irreverence starts to feel mainstream. So for this project, we thought why not go the total other way? Let’s be preposterously hopeful and positive with the message.”
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