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When Gerry Graf founded the agency named for his father, Barton F. Graf, in 2010, “weird” seemed to be on the way out when it came to advertising.
The free-wheeling early days of digital—and correspondingly bizarre Super Bowl ads—that defined the 2000s were giving way to more buttoned-up, ROI-centric marketing. Even creative-innovation juggernaut Crispin Porter + Bogusky wasn’t immune, losing its linchpin client, Burger King, in 2011. The icons of fun, ridiculous advertising seemed to be vanishing from the industry, such as when Cliff Freeman & Partners (of Wendy’s “Where’s the Beef?” fame) closed its doors in 2009.
But
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