With all of the depth of knowledge I needed to gain to write ads, flyers and brochures
for the many divisions of Indymac Bank during their heyday, their moments of corporate
generosity called for a more personal understanding of a business as part of the local
community. Indymac's support of the Beverly Hills High School fund drive revealed that
schools in wealthy communities receive little state support and rely on local generosity.
Finding the right tone of voice here meant channeling the CEO. My task was to present
a
wide range of feelings — from straightforward to saccharine — for him to choose.
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