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Published on .

Susan Tyndall

Agency: In-house

Candidate: Richard Lugar

When Sen. Lugar decided to run, his campaign staff decided to create the advertising themselves.

"We felt we had to take an unconventional course. We did not feel we would get the risk-taking from political consultants who have to have a job in the next cycle," said campaign manager Mark Lubbers.

Enter Ms. Tyndall, 30, director of broadcast services and advertising head of media for the National Republican Congressional Committee. "I was incredibly impressed by [Sen. Lugar's] decency," she said. "Dick Lugar refuses to run negative ads."

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