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Agency life isn't easy these days. Budgets are shrinking. Layoffs are rampant. Clients are trying to figure out what to do in a changing media landscape.
Seven years ago, American Standard had a problem. How could the kitchen and bath manufacturer continue to grow when the retailers and wholesalers who sold American Standard products were creating their own product lines? One way, says Eric Kozak, senior director of marketing at American Standard, was to sink $20 million into innovation and just hope the best products won. Another was to actually connect with their consumers.