In the news: Creativity in infomercials

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Andrew Askren's move to creative director of direct- response TV specialist Tyee Euro RSCG, Portland, Ore., allows him more creative freedom than was possible with the print and 30-second TV work he designed at traditional agencies. "The down and dirty traditional infomercial just isn't going to cut it anymore," he says. "I think consumers read through formulas now; you have to entertain them and motivate them in completely different ways. I want to bring a new perspective to some of the work we'll be doing here."

Age: 35.

Education: University of Colorado, Boulder -- BS in journalism-advertising concentration, 1987.

Work highlights: November 1998-August 2000, associate creative director, Ogilvy & Mather, Chicago; Sept. '94-Nov. '98, associate creative director, D'Arcy Masius Benton & Bowles, St. Louis; Sept. '89-Sept. '94, senior writer, Foote, Cone & Belding, Chicago.

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