"What defines an effective brand today?"That's a question asked by Leo Burnett in a very self-important piece of self-promotion.
The answer, apparently, is spending a shitload of money to create one of the silliest, most pointless gimmicks in recent memory, shipping it to Cannes accompanied by a bunch of super-important-global-worldwide ad geniuses, holding a seminar about it and, of course,
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