“Offbeat” generally isn’t the word that springs to mind when thinking of The Wall Street Journal. But making the Journal less “male, pale and Yale” than its perception among focus groups the agency empaneled is the kind of challenge that Wil Boudreau, CCO, North America, The&Partnership, relishes. “Opportunities are often disguised as problems,” he said. “It’s a problem that there’s no budget, or a brand is uncool. Those are potential pitfalls, but they have opportunities attached to them.”
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