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The fate of Mad Dogs & Englishmen may not yet be sealed, but the future of the creative boutique model it helped define just might be.
After thriving through the dot-com boom, then surviving on the low-carb craze, Mad Dogs is on the brink of shutting down [Adweek, May 2]. Drastic cuts in spending by Atkins Nutritionals—which spent $30 million last year but has yet to develop a 2005 budget—exposed a shop that was well-tailored for the splashy dot-com era but unable to keep pace when clients began demanding integrated solutions beyond traditional ads and nascent guerilla campaigns.
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