Helio Effort Straddles Love/Hate Line

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LOS ANGELES It’s not such a thin line between love and hate, especially when trying to gauge the relationships between young adults and their wireless carriers.

That’s what category startup Helio discovered in research leading up to the launch of its first multimedia campaign earlier this month from Deutsch/LA.

“What we discovered was, no surprise to me, was that tech-savvy young people from 18 to 32 years old either hate or are frustrated with their wireless carriers,” said Julie Cordua, the company’s senior director of marketing communications.

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