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Trading Places in Adland.

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| January 13, 2006 | COPYRIGHT 2006 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Making the move from one advertising discipline to another can be an attractive step, so why is it that so few people make it? And would agencies be better served by staff with more general skills than by specialists? John Tylee reports.

Cliff Francis is about to cross an agency divide only the truly talented, the supremely confident or the downright foolhardy would consider.

Having spent years helping to create Procter & Gamble's advertising, the Saatchi & Saatchi lifer is beginning a new role helping to determine how that creative work should be shaped in the future.

While a few eyebrows may be raised at the prospect of Francis switching ...

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