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At the Venice, Calif. offices of Chiat/Day, 40 employees test computer programs, telecommunications and team configurations. Psychologists study reactions and employee behavior. Agency president Bob Kuperman writes a weekly ‘Dear Kupe’ column to answer nervous staffers’ questions about what the changes really mean. The agency that’s pioneered so many of the trends that helped put advertising on the corporate map is about to begin what may be the most critical experiment of all – an agency of the future model that could forever change the way ad agencies operate.

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