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Doner is set to break new work for shopping malls owned by the Mills Corp.
The campaign includes two 30-second TV spots, radio, print, outdoor and direct mail. It continues “The Mills effect” theme launched last spring, using humorous situations to demonstrate the purported transformation that consumers ex-perience when shop-ping at a Mills mall, said Jamie Michelson, vice president and account director at the Southfield, Mich., agency.
The campaign will be customized for each market to feature specific tenants in each of the malls, Michelson said.
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