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Published on .

Strategy of the month: divorcing your scooter client from products like Viagra, penile pumps, elevator shoes and hair restoratives. Sawyer Riley Compton, Atlanta, CD Bart Cleveland says Malaguti is the oldest motorscooter company in Italy but it's been in the U.S. market under two years - a market that's growing by over 30 percent a year, whose primary target is males 25-35. "It takes a confident man to ride down the street on something with an engine smaller than some chainsaws," explains Cleveland. "Malaguti isn't a mode of transportation, it's a statement of confidence in who you are." Seen here is the Malaguti ad among real ads, which is the way he prefers to run it if the magazine in question has a men's classified section. If not, there's a one-page Malaguti execution with phony men's ads on standby.

Client: Malaguti USA Agency: Sawyer Riley Compton CD: Bart Cleveland CWs: Bart Cleveland, Brett Compton AD: Giovanni Sgro

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