Sunday, August 21, 2005

Remember: "cluster" was his word, not mine

This is how 7-Eleven's VP of Marketing describes FreshWorks, the buzzy new integrated Omnicom creation that will manage the account: "They essentially assembled a cluster of agencies managed by a single account team that presents one face to us and ensures complete integration and quality control." Of course, what we all want to know is how this will work. Is FreshWorks an uber-agency that can raid Omnicom resources at will to generate bold thinking, or merely a client-like middleman making sure everyone uses the same typeface? Uh. Well. They'll get back to us on that. "Details of how the units will interact have yet to be worked out."

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