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April 6, 2008
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MEDIA SHIFT: Why PCI Fitch's MD went experiential




A year ago, moving from advertising to events may have seemed a little strange, but that's exactly what PCI Fitch Managing Director Peter Cowie did. Ian Whiteling finds out why he made the switch, while getting the inside track on the agency's award-winning campaign for The Army – arguably one of the best ever pieces of experiential marketing.


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