How Millennials Are Changing the Way Ad Agencies Work

They're versatile and valuable in real time, but can also overlook both past and future

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Last September, Kammie McArthur was tasked with finding a novel way to engage Seattle Seahawks fans for insurance client Pemco. "We created the #yellfie booth, where fans could compete to see whose yell would reach the highest decibel count," recalls the creative director at ad shop DNA. "We wanted to capture each yell on video, so fans could share their experience on social media."

McArthur soon discovered that was easier said than done. "The people manning the booth at events didn't have the time or the technical savvy," she says.

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