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Disney Connection Was Key for Mass. Shop
BOSTON–Mullen has picked up a broad strategic image task from Sony Corp. that initially involves consumer research, but could lead to an advertising assignment, the client said.
Kimberly Till, senior vice president of strategic planning and marketing at Sony Corp. in New York, said the shop was one of many being used by the client to help craft a new positioning for the corporation.
Sony is planning a massive global image initiative, called the “Millennium Project,” that sources say will unify its many units under one umbrella [Adweek, July 27].
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