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Adworks here has chosen a quirky, Garrison Keillor-style approach and the husky baritone of Judd Hirsch in advertising intended to help telecom client e.spire Communications of Annapolis Junction, Md., increase sales in its markets across the country.
Two radio spots breaking in four test markets this week will target business-to-business customers. “We’re going for the drive-time audience,” said Adworks creative director Mark Greenspun. “Just because you’re a chief financial officer doesn’t mean you don’t drive to work.”
The budget is undisclosed.
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