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Sherri Garrity

Jeff, you have hit the proverbial nail. The message has to support the objective and not the other way around. Unfortunately many people fall for ad speak and become putty in the hands of agencies who have a wall full of advertising industry awards that are based on snazzy creative that the average person could not recall. Try this test for fun: print out a list of logos, taglines or slogan without the company name. Then try to identify the company behind the creative. Even industry insiders get most of them wrong!

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