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NEW YORK Butler, Shine, Stern & Partners said it is branching into experiential design to build up its interactive capabilities.
The Sausalito, Calif.-based independent hopes to use the practice to enhance its ability to extend advertising concepts into Web experiences and utilities that drive business results. It has hired 10-year digital veteran Kristina Pifer to lead the effort.
“The future will be finding a way to combine brand, innovation, technology and then commerce,” said David Blum, director of Butler, Shine’s interactive unit, SFI.
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