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JUN 2007

Agencies Don Lab Coats to Reach Consumers†

Firms Deploy Scientists Within Creative Groups to Make Messages Stick

Wall Street Journal, June 4, 2007 — Madison Avenue, home to black-turtleneck-wearing creative executives, is opening the door to lab-coat-wearing scientists as it seeks to get deeper into the heads of consumers.

Category: Brand Strategy
Tags: Ocean Spray, Consumer Insights, Research
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