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CASE STUDY |
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| Safe or risky? In this case, all that mattered was that my client had a multiple-choice selection submitted for his review. Charity ads typically came about on short notice, so there was no time for multiple rounds of copy. So I wrote maybe 30 complete ads for each event and we submitted them in near-final form. While the CEO usually chose the safer route in each case, he almost agreed to a more provocative approach for one beneficiary — the Los Angeles Gay & Lesbian Center. Ultimately, he once again chose comfortable over compelling. |
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