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Doner plans to execute a “significant shift in creative” in a campaign for new client Mail Boxes Etc. that will include a different tagline, the agency’s CEO said.
“It’s one of those brands that everybody knows of but they’re not sure they know about,” said Alan Kalter. “It’s a famous brand, but there isn’t as much salience about the brand as there should be.”
Where the $20 million account will be based has not been decided, said Kurt Schusterman, senior vp of marketing at San Diego-based Mail Boxes Etc.
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