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Torre Lazur McCann

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Torre Lazur McCann still bills itself as the "launch agency," but the New York-based agency wants you to know that it's much more. A launch is not a point in time, it's more of a state of mind, says managing director Bill McEllen, explaining the agency's new slogan: "Launch intensity." Torre Lazur McCann came up with the repositioning following intensive internal "insight mining" last year. It's not hard to see why, with approvals trickling out of the FDA at the slowest pace in memory and no letup in sight. It's getting harder and harder to get new compounds to market, and they do a lot more than just launch brands, says McEllen.

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