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Samuel Darnall & Associates is moving slowly up the K2 Skis mountain, graduating from the green trails of youth market work to the black diamonds of the general market.
“SDA understands the market we want to attract because it is out there riding, skiing, snowboarding and surfing,” said Debbie Fuller, marketing communications manager at Kashon, Wash.-based K2. The company consolidated general market ad duties—formerly at Seattle’s Hammerquist & Halverson—at SDA, the client’s youth-market shop in Capistrano Beach, Calif.
The shop has created distinct campaigns aimed at new skiers and returning skiers.
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