After doing some comprehensive research on the competitive landscape for its client Avis, Madison Avenue agency DDB (Doyle Dane Bernbach) came to the conclusion that Hertz was far and away No. 1 in the field, and that it would be impossible for Avis to capture the leading position based on an ad campaign alone.

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"My opinion, and I've worked in this field for a number of years, is that this obsession with shielding your territory is impossible to implement today or anytime in the near future, " Sergeyev said.

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