“With everything new, something is altered. 
Sometimes you have to break things in order to 
make things. In times of tremendous change, such 
as our own, it can seem as if the wreckage is too 
great. That's when you seek out the right 
partners and the right tools, and if you are 
lucky, you find a better way.”  p 294

p 23 – 28 is a detailed description of the 
prize-winning hugely successful Cymbalta TV ad 
campaign, voice overs, attention span, ...

Cathy Davidson, Now You See It, 2011, Viking



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