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Two Dozen Hopefuls Pen Essays on the Brand, Yielding 6 Finalists
CHICAGO-An essay contest of sorts was used by Jacob Leinenkugel Brewing to select the six agencies as finalists for the company’s account.
About two dozen shops were asked to write about their understanding of Leinenkugel’s, its marketing and its brand, according to executives at some of the agencies.
“It was nice that they asked for spec thinking instead of spec work,” said Bill Eisner Jr.,
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