Publicis Groupe's Saatchi & Saachi and Procter & Gamble really got to know Tide customers before developing the iconic brand's new ad campaign: "Tide knows fabrics best." The campaign was five years in the making, and executives from both shops, seeking a creative breakthrough, trailed people in Kansas City, Mo., and Charlotte, N.C., for a week, accompanying them to work, dinner, manicurists -- even shopping for their groceries.

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