Masako_Okamura_Aug2014.jpgIn March this year it was announced that Masako Okamura, a veteran creative director from Dentsu Tokyo, was to move from Tokyo to take up the executive creative  director role at Dentsu Vietnam.

It represented a large coup for the Dentsu Asia network to recruit such a high profile and highly regarded Japanese creative director to move to the Vietnam market.

Okamura has many accolades under her belt having won awards at shows like Cannes, Clio, Spikes Asia, London International Awards and AdFest. She has also been a part of the juries for Clio, YoungGuns International Advertising Awards, AdFest, Cannes, Spikes Asia, One Show, New York Festivals and Art Directors Club.

Having been on board in Vietnam now for three months, Campaign Brief Asia took the opportunity to catch up with Okamura to find out what are her first impressions of the Vietnamese market and what really made her want to leave the safety of the large Dentsu Tokyo agency and take on this new role at Dentsu in Vietnam.

"A few factors led me to work outside of Japan," explains Okamura. "In the last couple of years, I was given the opportunity to work on a couple of overseas projects where I thoroughly enjoyed the experience. That aside, I had also received several tempting offers from headhunters, which surprised me, given that I've only had the experience of working in Japan.

Dentsu Aegis Network buys Milestone Brandcom

Ashish Bhasin & Nabendu Bhattacharyya.jpgDentsu Aegis Networkhas acquired leading Indian Out-of-Home (OOH) specialist agency Milestone Brandcom. The acquisition also includes Posterscope.  
Founded in October 2009 and led by Founder and Managing Director Nabendu Bhattacharyya, Milestone Brandcom is one of the fastest growing integrated outdoor media agencies in the country and India's largest OOH company based on billings. The 175 strong team have more than 100 active clients across a wide range of industries, and provide a full service comprehensive OOH offering which includes an event promotion activation division, rural OOH activation, retail and digital OOH division. Milestone Brandcom recently launched the 'Milestone Optimizer', a powerful tool which optimises OOH media plans by tracking 25,000 sites across India and providing Gross Impression Points of an OOH campaign, a first in India.
Atuk_1.jpgAtuk_2.jpgNissan Malaysia has released a Hari Raya short film based on family and love. A Malaysian production, it is a heart-warming short film about a grandfather and his grandson.

They both take separate journeys - one down memory lane, and the other of self-discovery - only to end up in the same place at the end. A wonderful reminder that when everything is gone, all we have left is our family.

This is the first time Edaran Tan Chong Holdings Berhad has collaborated with Creative Juice Kuala Lumpur, for a Hari Raya campaign. It was best time for families get-together and intended to drive home the message that Nissan is always with you, throughout all stages of your life. This short film hopes to strengthen brand familiarity of Nissan in Malaysia.
GunnReport_reel.jpgThe Gunn Report has released the definitive "Best of Latin America" reel chosen by Saatchi & Saatchi's Worldwide Creative Director, Pablo del Campo.
del Campo has selected 50 commercials from 1990 to 2013 to represent the very best from his region in the past 24 years. 

"Every commercial on the reel is a gem!" said Gunn Report founder Donald Gunn. "Pablo has also written a few choice words explaining the creative and business dynamics that have shaped the advertising scene in Latin America and made it so particular and special."
The reel is currently free to view, however after its 3 week run on the Home Page of The Gunn Report, it will move to their subscription site as a permanent feature.
KCooney2_cc[2].jpg DDB Group Australia has announced Kieren Cooney (left) as managing director, DDB Group Sydney. Cooney will oversee DDB Group's Sydney based businesses including DDB, Mango, Remedy and Tribal.

As part of these changes, Nicole Taylor has been appointed as managing director, DDB Sydney, reporting directly to Cooney.

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Entries still open for London International Awards

Sonal Dabral.jpgLIA Entries.jpgEntries are still open for this year's London International Awards.

Act quickly and go to the website and register. For Entrants that have already completed the entry process, there is still time to enter newly released work.


Asia is well represented on this year's jury with John Merrifield (Google Asia Pacific), Thomas Hong-tak Kim (Cheil Korea), Joji Jacob (DDB Group Singapore), Yang Yeo (JWT China), David Guerrero (BBDO Guerrero/Proximity, Manila), Santosh Padhi (Taproot India, Mumbai), Sonal Dabral (Pictured - DDB Mudra India), Morihiro Harano (Mori Japan) and Marcus Rebeschini (Y&R Asia) all joining the judging. They will all convene for the judging at the Encore Hotel in Las Vegas in October this year. The top class 2014 LIA juries will be lead by these Jury Presidents listed below:


Madhukar Kamat.jpgDDB Mudra Group in India has relaunched its Executive Board and has created a Group Creative Council and a Strategic Planning Council.

The Group Executive Board, will now consist of (in alphabetical order):-
1.       Aneil Deepak, Head of Ideas, DDB MudraMax
2.       Anurag Bansal, CFO, DDB Mudra Group
3.       Deepak Nair, COO, 22feet Tribal Worldwide
4.       Madhukar Kamath, Group CEO & Managing Director, DDB Mudra Group
5.       Mandeep Malhotra, President, DDB MudraMax - OOH, Retail & Experiential
6.       Rajiv Sabnis, President, DDB Mudra West
7.       Sathyamurthy Namakkal, President, DDB MudraMax - Media
8.       Sonal Dabral, Chairman & CCO, DDB Mudra Group

Given the new order of business and marketing challenges and increasing conversations and demands from a wide spectrum of clients for more collaborative and integrated solutions, the DDB Mudra Group, with its 10 Agencies & Operating Units (DDB Mudra West, DDB Mudra South & East, DDB Mudra North, DDB MudraMax - OOH, DDB MudraMax - Experiential, DDB MudraMax - Media, TracyLocke, 22feet Tribal Worldwide, RAPP and DDB Remedy) offering a range of specialist solutions,  is perhaps in a unique position to meet these demands.
Yasushi Ogata.jpgYasushi Ogata has joined Grey Group Japan as senior creative director. He reports directly to Tatsuhisa Nakajima, VP, Executive Creative Director of Grey Group Japan.

Ogata (left) brings with him a wealth of experience. Some of the internationally-renowned brands he has worked on include P&G, Unilever, Lipton, Philip Morris, McDonald's, Nichirei, Alfa Romeo, Volkswagen, Northwest Airlines, Amex, Financial Times, Motorola, IBM and SAP.

He joins Grey Group from DDB Japan where he was Senior Creative Director. He has previously worked in agencies such as Ogilvy & Mather Japan K.K. and Beacon Communications K.K., part of Leo Burnett Japan.

Ogata is an experienced creative with a raft of awards to his name including recognitions from Cannes Lions International Festival of Creativity, London International Festival, New York Festivals, Yomiuri Advertising Award, Tokyo Copywriter's Club Awards, Japan Radio & Television Commercial Confederation Awards, Dentsu Advertising Awards and Nikkei BP Advertising Award.

Simon Veksner: Emotions, weird shit and babies

Volvo-Trucks-The-Epic-Split6-640x352.jpgBy Simon Veksner, Creative Director, DDB Sydney

As we all know, emotional advertising is far more effective than rational advertising.

Many clients have read about this, and are now specifically requesting emotional advertising.


Except, there's a problem. READ ON...

Akira Kagami to lead HK4As creative jury

Akira Kagami.jpgHK4As (Association of Accredited Advertising Agencies of Hong Kong) has announced the judges of this year's Kam Fan Awards - the 30 year milestone of Hong Kong's most important domestic awards show.
One of the legends of Japanese advertising Akira Kagami (left), Executive Advisor of Drill Inc., Japan, is to lead the Creative Jury as its Chairman, while media veteran Elaine Ip will chair the Media Jury. 

The 2014 Jury line-up emphasizes judges with diverse backgrounds & international experiences, and they are:
Cebu TVC.jpgCebu_3.jpgBBDO Guerrero has extended their "It's more fun in The Philippines" campaign for the Philippine Tourism with a commercial focusing on the city of Cebu.

Some of the world's finest, and most easily accessible, diving sites are on the Philippine island of Cebu, including the famous 'sardine-run' where giant schools of fish swim in formation. Cebu is also the same place where the country's best guitars are made.

Vince Lui_XM.jpgXM Asia Pacific has been named Adobe's 2014 Digital Marketing Partner of the Year for Southeast Asia and Hong Kong for the second consecutive year.

The award was presented at the Adobe Digital Marketing Symposium in Singapore, which drew over 800 senior marketers, in recognition of XM Asia's commitment to technical innovation, remarkable year-over-year business growth, and success in supporting Adobe Digital Marketing customers.

"XM Asia has a long history providing leading brands with world-class interactive, web-based solutions, said Adobe's Asia Pacific Director, Partner engagement, Damon Scarr: "I congratulate XM Asia on their success this year and look forward to continuing that success into the future."
Hunk VS Old guys_2.jpgJunior Vs. Senior_2.jpgMashal Sports with the support of the International Kabaddi Federation (IKF) and the Amateur Kabaddi Federation of India (AKFI) have teamed up to launch Pro Kabaddi with Star Sports being the official broadcast partner.

While Kabaddi, a wrestling sport originating from very early Indian civilization, has successfully progressed from an Indian sport to one played in the international arena, it fails to connect with the youth of today. It was no longer cool and this was the biggest challenge.

Through the 'Life is Kabaddi' campaign, Ogilvy and Mather attempts to engage the youth at an emotional level with this intrinsically Indian game; make them see the game in a whole new light.

HMV_Nipper.jpgHMV_Nipper2.jpgHMV, the traditional home of music around the globe, has virtually disappeared from the streets of Hong Kong in recent years. And Nipper the dog - featured in HMV's instantly recognizable logo - had once again lost a master whose voice he could listen to due to his homeless plight.
But this summer, Nipper will find a new home at HMVideal - a new flagship experiential store opening first in Hong Kong's fittingly named Entertainment Building in Central, before rolling out around the globe.
To celebrate Nipper's heartening reversal of fortune, we dramatized his current homeless situation. With a small nod to Hong Kong's equally iconic 'bag lady', McCann Worldgroup Hong Kong recreated a homeless person on the streets of Central, with Nipper beside him, to tell caring passers-by the story of Nipper's fall and coming rise and to urge them to help him find a new master's voice at HMVideal.

Samsung_ASP.jpg72andSunny, Amsterdam has released a beautifully filmed spot to reinforce Samsung Mobile's agreement to be the first global partner of the ASP.

In this spot, shot by Australian director Mark Molloy, via Exit Films Melbourne and Smuggler London, Samsung and ASP celebrate the growth of surfing worldwide and remind us that out on the waves, every day is day one.

The film launches with the 2014 US leg of the ASP World Tour, featuring pro-surfers Kelly Slater, Stephanie Gilmore, Gabriel Medina, Mitch Crews and Johanne Defay. The first time you hold a surfboard, the first time you ride a wave, the first time you get barreled, the first time you win a world title. It doesn't matter where you are from or how good you are. Every day is day one.

Nicola_Yates_McCann_UM.jpgNicola Yates has joined the McCann Worldgroup Hong Kong Cathay Pacific Central Team as head of integrated channel planning. Yates (left) will join the team at the end of July from Zenith Optimedia where she held the role of regional digital director for Kering Luxury and Lifestyle brands across Asia Pacific.

She replaces Doris Kuok, former head of media for the Cathay Pacific Central Team.

With the remit to lead the global media operations for the Cathay Pacific, Dragonair, and Asia Miles brands, Nicola's responsibilities include online and offline planning and buying, paid search, social media, data analytics, and audience research.
Screen Shot 2014-07-24 at 7.46.48 am.jpgAustralia: Lynx is launching a new creative brand approach and advertising campaign, collaborations with international creative artists and an upgrade to the product packaging hitting shelves this month.

The year kicks off with an ongoing global initiative that will see the highest-selling daily fragrance in Australia refocus its messaging from success in the mating game, to getting guys ready to face the world with confidence, starting with the release of two new adverts across national television and cinema spaces originally created by BBH London adapted by Soap Creative.

CITIZEN_BetterStartsNow.jpgWieden+Kennedy's  Tokyo and Amsterdam offices have created the first global brand statement for Citizen Watch Co 'Better Starts Now'.

Better Starts Now is the simple belief that, no matter who you are and what you do, it is always possible to make something better - and now is the time to start doing it.

Dicks_The Moment.jpgEvery second in an athlete's life prepares them for them for the moment. This Dick's Sporting Goods spot, via Anomoly New York, shows young athletes on the sporting ground or court getting ready for that "moment".

PaulRoebuck.jpgSaatchi & Saatchi has picked up two of Petra Foods Limited's major brands,  SilverQueen and Top, after a series of competitive pitching for the accounts involving multiple agencies.

As part of this new assignment, Saatchi & Saatchi will drive the creative direction and strategy for both brands in South East Asia, with the account being led from the agency's regional hub in Singapore.
"Saatchi & Saatchi is very excited to be working on such iconic Asian brands like SilverQueen and Top. Consumers in South East Asia have strong emotional connections with local products, and we look forward to delivering meaningful and fun experiences to further strengthen these relationships," said Paul Roebuck, CEO of Saatchi & Saatchi Singapore and Malaysia (pictured).
adidas.jpgadidas has announced the return of #mygirls for FW14 following the successful launch of the campaign in FW13. This year's campaign captures each ambassador in their home country, leading and inspiring their peers to work together and go #allin for their sporting pursuits.

Created by women for women, the #mygirls campaign aims to provide inspiration, support and motivation while celebrating women and their passion for sports. The campaign features local ambassadors from across the region - Fay Hokulani (Singapore), Si Phitsinee Tanwiboon (Thailand), Maria Selena (Indonesia), Sharifah Sakinah (Malaysia), Isabelle Daza and Solenn Heussaff (Philippines) - where they share their love for different sports as well as some of their favourite sporting items from this season.
The Work_CallforEntry_cover.jpgThe Call for Entries to The Work 2014 is out and it's FREE to enter.

Now in its 12th year of publication, The Work is a 400+ page, hard cover publication that features the very best advertising of the year from Australia, New Zealand and Asia. Published by Campaign Brief, The Work is recognised as the only true permanent record of creativity for the entire region.

Entry deadline is Friday, August 22nd 2014.

Please note that this year we have simplified the entry process:

All entries are to be supplied on a USB.

This will be used for both judging and artwork for The Work 2014 (this eliminates the need for agencies to send multiple expensive couriers and it will greatly speed up the production process of The Work 2014).

There are three things that differentiate The Work 2014 from traditional award shows:
Baby Hero 1.jpgHong Kong based children's clothing company, Baby Hero, has teamed with global brand agency Brand Union on a pro bono basis, to help strengthen its brand strategy and positioning, in pursuit of its goal to help mothers and newborns in the developing world.

Founded in 2012, Baby Hero makes baby products that fund innovations in maternal and infant health. Every Baby Hero product funds a Neonatal Survival Kit for a mother and her newborn in the developing world, helping them survive childbirth and the vulnerable first weeks of life. The company pays fair prices to cotton farmers and fair wages to garment workers to ensure that its products - from cotton field to baby, are 100% ethical.
BMWLOGO.jpgBMW Indonesia has appointed Bates CHI & Partners Indonesia as its new strategic creative agency following a multi-agency pitch.

Helena Abidin, Marketing Director at BMW Indonesia said the appointment was driven by an increasing need for BMW Indonesia to look at its communication strategy in an integrated manner and create new ways of engaging with existing customers, as well as future BMW lovers.
"We are looking forward to work with Bates CHI & Partners to build the BMW brand with new initiatives that are based on strong local insight and innovative ideas. BMW Indonesia would like to also thank all the participating agencies who put in their best efforts in the pitch process," said Abidin.
Nutchanun Chiaphanumas.jpgDentsu Media Thailand has hired Nutchanun Chiaphanumas as its first ever Executive Creative Director. Nutchanun (Nut), who has already started in his new role, will be leading the creative efforts for the 11 year old Bangkok based media agency.

Dentsu Media Thailand CEO Mitsuyuki Nakamura, who was recently appointed President for Dentsu Media Southeast Asia, said, "With the rapid growth of our content business unit we have been expanding our creative capabilities. We established our Content Ideation and Acquisition (CIA) division to expand communication opportunities for our clients. Bringing on Nut to lead our creative efforts, not just for our content divisions but for all the Dentsu Media Thailand brands, is one more step on this journey. Our clients are looking beyond traditional media solutions, and we are more than happy to innovate and grow with them by amping up our strengths in that area. Nut, with his experience, talent and standing in the industry, is the perfect addition to our team."

ITSA.jpgOn the anniversary of Sir David Ogilvy's death, ITSA India released a strategically placed billboard outside Ogilvy & Mather's office in Gurgaon.

Emmanuel Upputuru, Founder, Chief Integrated Officer, ITSA said, "We did this as a light take on the father of advertising's rule on outdoor. Alot of times we hear that the outdoor medium is a transit medium and therefore we needed to keep the message short. While it's true, as a general principle, but in many places in India there is a huge amount of traffic moving slowly. ITSA also believes in practicing what it preaches. Have a point of view and flaunt it."  

Clarence Chiew.jpg12:20 is a Sydney based creative consultancy that works with agencies across Asia. Recently, while working in the region, Christian Finucane and Jon Skinner met with 20 creative leaders from the top agencies to discuss the opportunities and challenges for the industry. The interviews, '12 Questions: 20 People' are being published in a series of blog posts on Campaign Brief Asia. The 19th interview is with Clarence Chiew, Executive Creative Director, Leo Burnett Singapore.

What's the most exciting thing about working in Asia?
I don't see why working in Asia should be any more exciting than working anywhere else in the world, especially in such a globalised context.

What inspires you?
The internet and its ability to completely disrupt everything we hold to be true.

How has social media impacted creativity in the region?
I think it used to have a positive and democratic impact in terms of the level playing field it created - if people loved what you created, it would get noticed, shared and amplified. Since then, the algorithm seems to have been tweaked to favour those with more money than ideas.
AB 2.jpgAxis Bank and Lowe Lintas Mumbai have unveiled, one of the largest consumer engagement initiatives undertaken in the banking industry. The initiative will see the entire network of Axis Bank actively promoting the philosophy along with a 360 media campaign on TV, digital, outdoor and radio to reach out to as many people as possible.

The website, built by Indigo, is a unique attempt by an Indian bank to involve people beyond transactions and get them to experience the bank through its beliefs and to reach out to them so that they get to like the bank for what it does.
Mulberry MainImage_landscape.jpgBritish luxury leather brand Mulberry has partnered with the brand's lead China digital agency Hot Pot Digital to bring a richer digital experience for Chinese consumers through the launch of the brand's official WeChat account.

The WeChat account allows users to explore Mulberry's collection of iconic leather goods and new products while providing exclusive rich content unavailable on other channels. Mulberry launched on Weibo last year as a first step into the Chinese social media world and creating a WeChat account was a logical next step.
Beer1.jpgBeer shampoo believes that every man is entitled to buy his own manly Beer Shampoo for his "manhair". While every man would be tempted to, there was a practical barrier. In most cases, the lady of the house reserves the first right to the shopping cart. Hence, it becomes critical for the brand to encourage the lady of the house to buy into Beer Shampoo. This new tvc from Publicis Worldwide India was developed as a tool to warm up the lady to the needs of her man.

d062fff0823dc80690f625cf7254e450.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Nick Pringle, creative director at Grey, New York.

It's unpleasantly early in the morning here in New York, so I've caffeinated and eaten a pastry with an unpronounceable filling. In light of the pressing 12pm deadline, I'm going to try and keep short and sweet-ish. READ MORE...
VW POLO.jpgA drive in the New 2014 Polo is quite indescribable. In fact, very few things feel as good. This is the premise behind DDB Mudra West's latest Volkswagen commercial for the Indian market. The idea was born out of drawing parallels to the few moments in life that feel as good.

Like all Volkswagen commercials, this one too needed to be endearing and simple, yet entertaining at the same time. Taking forward the thought of 'Feels that good', the film illustrates the story of two brothers. The younger of the two always gets the raw end of the stick, as he ends up with all the 'hand-me-downs' from his cooler older sibling. From school books to uniforms to shoes and even bicycles, it's always second-hand. Ultimately, the story takes a big turn. The younger brother, now all grown up, comes into his own when we see him driving the sparkling New Polo, while his older sibling is still using a nondescript old car.

MelvinKuek_2.jpgY&R Singapore has followed up yesterday's Land Rover account win with more good news - retaining the large M1 telecommunications account, which will extending their agency-client partnership until 2016.

Originally appointed in 2008, Y&R Singapore's creative work for M1 has included brand campaigns such as the animated 'Welcome to the World of M1', and 'M1. For Every One' which recently launched its latest TVC and webisodes  the first campaign of its kind for a homegrown Singapore brand.

The relationship has also seen a number of award wins including Gold Integrated Campaign for 'The Friendlier Telco' at Marketing Excellence Awards 2012 and Silver at the Creative Circle Awards 2013 for 'M1. For Everyone'.
Danny Higgins_2.jpgAli Grayeli.jpgMcCann Worldgroup Singapore is making another change at the top of the creative department with Senior Creative Director Ali Grayeli (pictured right) taking over sole responsibility as Executive Creative Director from Aussie expat Danny Higgins (left). Latest development is that Higgins will stay on with the agency, transitioning out over the next few months and will continue to work on key clients' businesses.

Higgins joined McCann Singapore overseeing creative on a number of local and regional pieces of business but took over as ECD from Todd Waldron in 2012 when Waldron moved sideways within the group to run Craft. Waldron had only joined McCann as ECD in April 2011.

Screen Shot 2013-10-26 at 10.46.50 AM.pngphoto[2].PNGThe Campaign Brief App and Bestads App - the two most popular advertising Apps in the world - are both available for iPhones and Android phones.

The CB App is in the Top Business Apps Charts on iTunes in 10 countries (including Australia, NZ, India, Singapore, Malaysia and Indonesia), while the Bestads App is in the Top Business Apps Chart in 50 countries (including Australia, NZ, UK, Germany, Canada, Ireland, Argentina, Brazil, South Africa and most Asian countries).

The Campaign Brief App includes CB Australia, CB New Zealand, CB Asia and CB WA - all on the one app.
GoogleUK.jpgGoogle has released an integrated campaign, including an online spot, online media and website, for the Google UK Impact Challenge.

Hundreds of applications from charities were received and a shortlist of 10 finalists are now guaranteed to receive a £200,000 grant as well as mentorship and training from both Google and Nesta.

The public now vote on who will receive the full £500,000 funding. Join in and vote here.

Jason_Cheng.jpgTBWA\Shanghai has appointed Jason Cheng as General Manager of TBWA's Digital Arts Network (DAN) Shanghai.

Cheng has an outstanding track record of leading digital businesses in China. He was formerly Managing Director of OgilvyOne; Director of CRM and Digital at DraftFCB; and most recently, Managing Director at Saatchi Labs. Cheng joins the TBWA team in Shanghai, reporting to Managing Director, Brian Swords.

"DAN is experiencing explosive growth, both from existing and new clients," commented Swords. "Given our ambitious growth plans, we're delighted to have Jason on board. This is also an important step in bringing digital to the center stage at TBWA in a seamless, integrated way."
Bernbach.jpgDDB Mudra Group Mumbai has announced the launch of Bernbach Fridays, a tribute to a man who is the Father of Modern Advertising, a brilliant advertising mind of the 20th Century and DDB's founder, the great Bill Bernbach.

The sessions take place on the last Friday of every month at the DDB Mudra Group office, and so far a total of four successful sessions have already taken place.
赵建德Kevin Chiu.jpgSaatchi & Saatchi continues to grow its creative capabilities in South China, enlisting Kevin Chiu and Paul Ho to further raise the profile of the agency with their digital creative expertise and shopper marketing savvy.

Chiu (pictured left) comes on board as Group Creative Director of South China, applying his sharp digital creative acumen to the agency's clients, including Pampers, Head & Shoulders, Swire Properties and Mead Johnson etc. Having honed his digital skills in the industry for over 15 years, Chiu not only has a flair for digital creative, but is also adept at providing clients with fully integrated creative solutions. Prior to joining Saatchi & Saatchi, he worked at DDB's Hong Kong and Shanghai offices. His impressive client portfolio includes Volkswagen, McDonald's, Unilever, Hershey's, Qoros, Coca Cola, Pepsi, Johnson & Johnson, Microsoft, Philips, Disneyland and more.




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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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