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Below-the-Line Operations to Team Up for Guerrilla Marketing
NEW YORK„With a nod to such nontraditional marketing successes as The Blair Witch Project and Victoria›s Secret, Young & Rubicam is launching a unit called BrandBuzz, devoted to realizing the brand-building power of its below-the-line operations.
The force behind the initiative is Ed Vick, in his first major project since being named chief creative officer and chairman of Y&R Inc. ˜The idea is pretty simple, and I think it›s pretty powerful,” he said.
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