A small unit launched a year ago by Interpublic Group's Universal McCann that aimed to generate customized "big ideas" for its media company clients has morphed into the North America Custom Division, with 20 employees based in UM offices in several key U.S. cities. Michael Siegenthaler, who helms the division, says clients are responding favorably, with roughly three-quarters of UM's client lineup availing themselves of the more personalized services.

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