You Never Know

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For John Staffen, the New York State Lottery account was the one that got away. Staffen, who helped create the “Hey, you never know” campaign, took the loss personally when, after 10 years at DDB in New York, the client moved the business to Grey in 1998.

Three years later, DDB’s veteran art director with the near-permanent smile led the pitch that brought back the $60 million account and the original tagline.

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