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Passikoff: Watch This Spot (But Don't Laugh)

  • Forbes, Wednesday, October 5, 2011 11:17 AM
The insurance biz is now pretty much totally stepped in humor. But does it work? Robert Passikoff of Brand Keys says the firm is focusing on how car insurance companies like Allstate and Geico, for whom humor is central to their ad creative, are succeeding with this approach. A webinar hosted by the Advertising Research Foundation and Amy Shea, Brand Keys' EVP Global Brand Development, will present the findings from a new study extending the body-of-knowledge on how humor can build brand equity. Or not.

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