An Ad Maestro’s Greatest Hits

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Giving Back

Client: The Salvation Army
Campaign: Doing the Most Good
Year launched: 2005
Conceit: When bad things happen, the godly people of the Salvation Army will help. Great tag: “We combat natural disasters with acts of God.”
Bragging rights: The Richards Group gained the $7.6 million Salvation Army account without having to go through review.