1 DigitasLBi understands the consumer voice is a crucial data source for creative development and media targeting. The do-it-yourselfer is a key voice for their client Glidden paint, and DigitasLBi wanted to learn more about this audience to better inform future campaigns. Previously, Glidden paint campaigns had focused on the summer months when DIYers were shopping for and working on home improvement projects. DigitasLBi wondered: What if the

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