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American advertising's creative mainstream coursed away from the New York-Chicago-Los Angeles
axis in the '80s as
telecommunications technology dissolved distance barriers. Wieden & Kennedy, founded in 1982 in Portland, OR, emerged
as the creative magnet for this change. Dan Wieden's shop won awards by living on the edge of controversy with
irreverent work. Eschewing research and traditional elements, Wieden produced breakthrough work for Pepe jeans,
Subaru, Nike, Honda motorcycles, Microsoft, ESPN and TV Guide, and more advertisers, and agency
creatives, "discovered" the Northwest.
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