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Is there some sort of connection between being nice and being successful? That’s what ad executive and author Linda Kaplan Thaler wondered after her then tiny agency created a string of successful campaigns for high-profile clients such as U.S. Bank, Wendy’s, and Clairol. “No one had really examined that especially in the ad industry,” she said during a keynote speech titled The Power of Nice at the 10th annual Loyalty Expo in Orlando. “And we found some....

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