Borders to Consumers: 'It's The Thought That Counts'

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The agency that put a mutant bat boy in a Mini for BMW pits gift wrap and book critics against electric toasters for Borders, as the chain looks to gain ground on category leader Barnes & Noble this Christmas.

The nation’s second-largest bookstore operator launched a print and outdoor effort yesterday from Maxxcom’s Crispin Porter + Bogusky, the first work from the Venice, Calif.,

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