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While one may be tired of hearing the word “pivot” in the marketing world, small businesses don’t necessarily have a choice.
Vistaprint is one of the brands that have long been a companion to small businesses (think business cards and other marketing products) and have made a home playing it relatively straight, using mostly direct-response tactics. This week, the brand launched an entertaining new campaign in partnership with its agency Callen. Creatively, it’s a complete 180 from Vistaprint’s advertising past.