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The Omnicom Group’s $40 million pact with Instagram, as reported by Adweek last week, reinvigorated excitement about the marketing potential of mobile and social media.
Mark Zuckerberg, in particular, must be happy that his $1 billion investment is moving toward becoming an ad-supported vehicle. This massive advertising commitment comes with Instagram’s insistence that it maintain creative control of its ad partnerships—only brands that pass muster as worthy creative partners will be allowed on the swiftly growing mobile platform.
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