Time for a new name?

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Non-working media lay the groundwork for advertising excellence. (Photo courtesy of the Kheel Center, via Flickr.)
Non-working media lay the groundwork for advertising excellence. (Photo courtesy of the Kheel Center, via Flickr.)

Labels can be misleading. In the advertising world, it's time we came up with a new name for 'non-working media' -- the people who break ground for big campaigns.

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