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Contours Express had a dilemma. It wanted to help its 300-plus local U.S. fitness franchisees run TV spots. But the company found many ad agencies were not structured to create dozens of commercials tailored for and bought in local markets—at a low cost, to boot.
Instead, the franchise is turning to Spot Runner, the Los Angeles Web-based ad shop targeting segments not served by big ad agencies. Spot Runner has set up a portal where Contours’ franchisees can customize stock creative, and add their own voiceovers and local contact information.
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