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Between the Lines: GUM is living up to the hype.(contracts)(Brief article)
Ad agencies have been scrambling to build their branded content offerings, although for many agencies, more effort has gone into PR-ing these divisions than actually making branded content.
Saatchi & Saatchi's GUM division has generated its fair share of hot air, but has also notched up some successes. But this week's deal with Atlantic Records takes the venture to a new level (page 6).
Now GUM can offer brands access to proven popular content through tie-ups ...
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