RADIO COPYWRITER: MICHAEL FARNAM

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‘I try not to make it a commercial. I just try to tell what happened,’ says Michael Farnam, Foote, Cone & Belding/S.F.’s senior vp/group creative director of the radio spots she wrote for Pacific Bell. Her work manages to avoid most of the stereotypes that usually turn up in ads about California. Instead, she offers a glimpse of the Golden State as Californians see it, told as stories, like the one about the citizens of Bolinas who, ‘seeing no need to encourage visitors,’ each year, remove a county sign directing travelers to their town.

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