Shops Strive for a New Formula
Last July, when Toy New York and EVB geared up for a second time to create “Elf Yourself,” the OfficeMax holiday viral sensation of 2006, there was an understanding: wherever the Elf was mentioned, the two shops would share all creative credit.
For EVB CEO Daniel Stein, this “Lennon and McCartney” approach was a requirement to undertake the project. His digital agency still bore scars from earlier joint efforts that had seen the traditional agency partner get all the glory.
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