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Creativity's October Special Report: Marketer Mayhem!
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Gracing mailboxes everywhere this week is our October issue, a look at some of the most intriguing clients, whether they're small companies who have forged their own identity the hard way or large corporations who have reinvented, revamped or just plain rerouted the course of their communications. The creative 180 award goes to Coke, which has had a stunning run of excellent work and successfully staked its identity to the happiness and unity in a fizzy beverage. Ebay's revitalization, along with BBDO and Creative Artists Agency, puts the thrill of online winning into the hands of the consumer, buyers and sellers who are just as apt to hoot and holler about a won item as they are to record a video bidding an emotional goodbye to their favorite tchotchke. The Discovery Channel found a breakthrough in shark data and re-introduced Earthlings to Earth. 20th Century Fox deployed one of its most successful properties, The Simpsons, with an effort as gargantuan as the show's success, while Penguin is drawing new readers to its classics with the help of some innovative visual artists and Czech automaker Skoda becomes the most delicious car brand in the world. But don't forget about the little guys—Girl Skateboards, Threadless, Method and Howies began their brands from little more than dreams and have followed their fantasies to rock-solid market presences. Read an extended Q&A with Howies founder David Hieatt to see just how these little brands are developing big voices.