Fallon Writes Book on Creativity

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CHICAGO When the agency currently known as Fallon Worldwide opened on July 20, 1981, as Fallon McElligott Rice, the five founders placed a newspaper ad to attract clients that would “rather outsmart than outspend.” Now, on the eve of the shop’s 25th anniversary, two of those founders, Pat Fallon and Fred Senn, have put that ethos into a book, Juicing the Orange: How to Turn Creativity Into a Powerful Business Advantage (Harvard Business School Press), outlining the creative principles behind their success (illustrated by client case histories ranging from BMW Films to EDS’ cat-herding Super Bowl spot).

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