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OGLETREE DEAKINS GETS IT RIGHT<b><i>Doing the Perfect Ad</b></i>

By Bruce W. Marcus

At last, the perfect law firm ad campaign. Well, pretty much perfect. Ogletree Deakins, a 39-office, Atlanta-based law firm has been running an ad campaign that embodies every principle of good law firm advertising.

The latest ad in The Wall Street Journal has a picture of a man in front of a crossroad sign as if he were choosing which fork to take. The headline, which is really a callout in the middle of the copy, is in larger type than the rest of the text, which says 'where you go now' (lower case as is).

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