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March 18, 2009

News : Advertising looks to become useful




As consumers yield more power to sidestep commercial messages they find irritating, 'creatives' look to new ways of attracting attention for brand messages.

Mobile audio messages that are inaudible to the adult ear, downloadable applications that offer free information and translation services are among the services being built at Ogilvy UK's Digital Lab.

Reuters Technology Correspondent Matt Cowan has a look behind the scenes.

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