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It’s a great story

December 16, 2011

Rob Siltanen on the real story behind Apple’s famous “Think Different” campaign:

On the plane ride to Apple, Lee told me that if we were asked to formally pitch the business against other agencies, he’d respectfully decline.

On the cab ride to the San Jose airport, I asked Clow what was going on. “I thought you said we weren’t going to pitch?” Clow said, “I’ve changed my mind. If we win this thing, we’ll have a great story to tell. I want to get it back.”

And what a great story it is, I’m not going to spoil it by quoting another portion of the story, you’ve got read it yourself at Forbes.

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