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If I think about the Old Spice brand and the recent explosion with “I’m On A Horse”
I think a couple of things they’ve done, they’ve really tailored their creative across
their medium in a way that is very, very targeted to the consumer. And then they’re using
multiple mediums, both off line and on line medium to create a conversation with the consumer
and really catalyze engagement in an amazing way. Through their website, giving consumers
an opportunity to actually build content themselves, engage with the content, share it with other
consumers and really be a part of bringing the brand to life on line.