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Campaign talks to the people behind brand films such as BMW's 'The Escape' and Samsung's 'Fighting Chance' and identifies the secret sauce that engaged viewers and persuaded them to watch.
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Sweeping Omnicom shake-up will scrap three storied creative networks—DDB, FCB and MullenLowe.
Shorter attention spans have transformed the way content is being consumed and the brands are paying attention.
Sobhani is currently president and global chief creative officer at DDB Worldwide.
Move comes after Omnicom acquired IPG last week.