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Unformatted text preview: IBP Campaign Report o Guerrilla marketing edgy, inexpensive promotional initiatives executed in major urban markets Generate conversation value and buzz PR used to spike media coverage Web site tie-in Inexpensive Coordinated with the launch of dogs rule Rain washed away so it is a risky business Textbook notes are on blackboard What is this course about? o Developing big IBP campaign ideas o American express portraits campaign won all creativity awards o Intriguing leibovitz photos + brief spread o My Life. My Card. Campaign Where do big ideas come from? o idea spotting you dont have to come up with great communication ideas Jared and subway...
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- Spring '07