Ideaology Broadens Appeal of L.A. County Fair

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LOS ANGELES Independent agency Ideaology has helped reverse flagging attendance at the annual Los Angeles County Fair—one of the largest of its kind in the country.

“Why preach to the converted?” asked Cary Sacks, president of the Venice, Calif., creative shop. While the fair’s in-house marketing department had focused on 4H members and Inland Empire families, Sacks’ plan was to reach “the Starbucks generation,” targeting ads at an “educated, affluent audience with more disposable income.”

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