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Ann Hayden says she believes agencies must connect with the basic human needs of a client's business customers before trying to sell them anything.

"You start with understanding the customer and their hopes and needs, and then you show how you fit into that rather than leading with what you have to sell them," she says.

Ms. Hayden, 44, was promoted in June to chairman-CEO of Saatchi & Saatchi Business Communications, Rochester, N.Y. Since then, the office has won the $25 million DuPont Lycra global business and an $8 million project for footwear retailer Just for Feet. The retailer may award the agency another $22 million in billings after the first quarter.

The Rochester office is the sixth-largest revenue generator in the Saatchi

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