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Agencies love to spend weeks or even months creating a strategy for each marketing campaign, but does this approach still work in a real-time world where consumer reactions and unexpected events can foil the best-laid plans in an instant?
We posed the question to PJ Pereira, creative veteran and co-founder of Pereira & O'Dell, during our chat with him at the Cannes Lions last week. His answer was as surprising as it was insightful.
It turns out, Pereira has been studying kung fu for 27 years, beginning at age 13.
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