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Achieve maximum exposure for the new novel by a bestselling author in an environment of drastically dwindling attention for books. We needed to cross customary boundaries of advertising and promotion by creating materials with value beyond ads—from talk shows to online retailers. We needed to work in print, online, on tv, in movie theaters, and on the street—and come in on budget. To do this, we worked with the publisher on a plan that stretched over a period of several months and went well beyond traditional advertising. |
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