Machiavellian
Fallon in Minneapolis started out with a clear if Machiavellian business development program: do work for small, appreciative clients (hair salons, restaurants, muffler shops, etc.), dominate awards competitions, and parlay that fame into bigger, more visible accounts. It worked remarkably well. So well, in fact, that the rest of the industry followed its model. And it worked again (Chiat). And again (Goodby).