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BOSTON-Mullen last week bowed its first campaign for Planet Direct. “Suddenly, it all clicks” is the tagline that positions the personal on-line service in a series of four ads that broke in USA Today.
Mullen won the $4 million ad account in January after a review. Its public relations department had been working with the client since October.
“We wanted to show that Planet Direct isn’t an end in itself. It’s a means,” said Mullen copywriter Stacey Urbonas, who worked on the campaign with art director Christine Dillman.
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