Mix Of Old, New Clients Take Chance On Big Game

A domain-name dot-com is playing. There’s a new drugmaker in the game. But there’ll be no Willie Nelson warbling for H&R Block. Procter & Gamble said it’ll be on the sidelines as well. And we’ll have a halftime show that buyers predicted will be—in the words of one agency pundit—”the safest place to advertise on television.”

As always, the starting sponsor lineup for the Super Bowl is shifting more than a defensive line on third and long.

One factor that is running true to form is the sales process.

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