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LOS ANGELES A pro bono campaign by the Y&R Cos. repositions the Pacific Symphony Orchestra in an attempt to gain more subscribers.
The effort from the WPP agency in Irvine, Calif., introduces a new name for the orchestra: Orange County’s Pacific Symphony. By including Orange County in the name, the shop was hoping to link local pride to the orchestra, said Y&R account supervisor Eric Davis.
This is Y&R’s first work for the symphony, which in the past has primarily created ads in-house.
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