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The advertising industry is suffering from an image problem that threatens to make careers unattractive to new, young talent. As such, rebranding the industry for the younger set is no easy feat—and it was clear to the 4A’s and Arnold that traditional ads wouldn’t bring results for their new “Open Advertising” campaign. “We didn’t even think about it because we need a dialogue, not a monologue,” said Arnold CEO Andrew Benett. Instead, Arnold built a website that invites comments and user-generated videos, and the 4A’s is expanding its outreach to colleges.
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