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While some agencies turn to outside groups or send creatives on immersive expeditions to understand Middle America, Omaha, Neb.-based Bailey Lauerman’s years working with local and regional brands helped it “build this authentic understanding of what America looks like from the inside out,” CEO Greg Andersen explained. He added that after joining the agency in 2016, the first thing he did was “really crystallize” that understanding “into a sharp positioning … and one I think is extremely relevant for the times.”
Bailey Lauerman’s location allows for another advantage over coastal agencies. “There’s no doubt the screws are being turned on agency fee and margin,” said Andersen.