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Ellis Gaskell founded an agency in 1987 that now boasts 27 staffers and major clients including Budget Gourmet, Nestle, Tropicana and Weight Watchers. The agency's specialty: creating local and in-store promotions for major brands.

Age: 54

Title: Chairman, Gaskell Associates, Westport, Conn.

Goal: Be a turnkey resource for all types of promotional services.

Challenge: Finding personnel who think like clients and act like account specialists.

Prediction: Broad-theme national promos are doomed.

Tip: If you can't measure it, it probably didn't happen.

Pet peeve: Clients unwilling to make a paradigm shift to fix problems.

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