DRAFT AT 20: CHEMISTRY WITH HBO FOR 15 YEARS: SHOP MAKES FOR BRIGHT CREATIVE, GREAT RESULTS

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John Billock

President, U.S. Network Group

HBO Sales & Marketing

What makes draft special to work with is their desire, their willingness and their work ethic to truly understand their client's business. They fashion themselves to be an operating partner with the client. They realize that in order to do this successfully, they really have to learn fundamentally what the client's needs are, what the client's challenges are, what the client's opportunities are in the marketplace.

We've had a long business partnership with Draft. Each year for the past 15 years, we've worked with them to produce several campaigns in a variety of media-print, TV, radio, direct mail.

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The Draft people who have worked on our business over the years have been excellent. It's clear they've made a commitment to our business, and the chemistry is pretty darn good.

With their input, our creative has evolved with the marketplace in terms of sophistication and relevancy, and we're very happy with their creative output.

But, because of the nature of a direct marketing agency, they can't have just great-looking creative. They also have to have great-looking results. They've achieved both.

Because of their underpinnings in the direct marketing business, they are very results-oriented, with an eye on the return on investment. And we're happy with their results.

In fact, it's pretty rare in this business that a company has an agency relationship for 15 years. I think the longevity of our relationship speaks for itself.

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