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How to Win the National to Local War with Technology and Services
by: Chris Marentis 06/19/2013
More than 30 years ago, I started working in the traditional advertising business at Young & Rubicam in New York. Our client, KFC, required a huge field service team across the U.S. to support national advertising efforts and bring campaigns into local markets with in-store, radio, TV and newspaper advertising. KFC and Young & Rubicam knew the importance of brand consistency, implementation and local entrepreneur buy-in for a successful marketing program that generated results.