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PARTNERSHIP: BAND SEARCH & GIBSON GUITARS wanted a new band for its advertising campaign. Rather than going about the traditional casting process, we conducted a nationwide search for the new band.


In an effort to add authenticty and offset costs, I brought in Gibson Guitars. By providing the backline equipment and guitar techs in New York, Chicago and LA, Gibson had a significant presence in the FCS campaign. As a thank you, they provided FCS with the use of their billboard in Times Square.  


The value of the partnership to was estimated at more than $1.5 million. The value to Gibson . . . immeasurable.

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